; Synergy R.I.P
Learning Center
Plans & pricing Sign in
Sign Out

Synergy R.I.P


Routing Information Protocol (RIP) is an exchange between the gateway and host routing information standards. RIP is an interior gateway protocol. In the national network such as the current Internet, many for the entire network with routing protocols. As the formation of an autonomous system for each network, has its own routing technology, different AS systems, routing technology is different.

More Info
  • pg 1

                             Synergy R.I.P.
                             Media companies bid farewell to bad business

     Richard Laermer            n 1999, “synergy” was one of those                                   I learned a lot of lessons from                         have it. They’d see the toy action fig-
          is the author of      words you’d type into LexisNexis                                  1990s salesmanship while research-                         ure and need to see the movie.
     TrendSpotting: Think
 Forward, Get Ahead and         and get 1,000 stories back.                                       ing how people behave in corporate                             Once upon a time, the heads of
   Cash In on the Future        Some folks, like me, thought syn-                                 offices for my book TrendSpotting.                         big companies kept their jobs by
  (Perigee Books, 2002)      ergy represented the collective                                      My prevailing belief is that invest-                       not playing their customers for
 and the founder of RLM
                             brainpower of a group working                                        ors, buyers and pundits are all about                      fools. But during the last years of
 Public Relations in New
York. He can be reached      together toward the same goal. On                                    to lose faith (ahem, are already los-                      the unstoppable bubble, you could
   at richard@rlmpr.com.     the other, more lopsided hand, big-                                  ing faith) in the cluttered madhouse                       pick up the Boise Gazette and read
                             gigantic-colossal media companies                                    of committees that constitute com-                         about an AOL Time Warner exe-
                             felt it meant crossing boundaries                                    panies like AOL Time Warner and                            cutive’s plan to “get” the public
                             and mediums. Blatant push of prod-                                   Bertelsmann Worldwide.                                     everywhere possible. The not-so-
                             uct! A movie company strikes a toy                                      I peeked into corners and other                         gullible people read this and just
                             deal with McDonald’s so every kid                                    offices at the turn of the century,                        said, “Nah.”
                             at every table is playing with a film                                 and there everyone was, dreaming                               Salesmanship never had a chance.
                             character; soon that movie works its                                 that—ah!—anything was possible.                            The first lesson of closing a sale is
                             way into every corner of our lives                                   Corporations openly swore that                             that in order to sell twice, you have
                             until we are forced to see it.                                       they could force-feed consumers a                          to sell successfully once. Before 1999
                                In 2002, synergy was asked to                                     bottom-line synergistic mentality                          we called that Sales 101.
                             leave the table. Corporate America                                   with tentacles that greedily reached                           The second lesson, now making a
                             has been forced to stop waxing on                                    out to get the money everyone was                          comeback, is basic: Listen to con-
                             about its ability to “convert” cus-                                  so darned anxious to spend.                                sumers, develop what they want and
                             tomers into paying for one thing just                                   Of the many firms whose stocks                          bring it back to them. What was in
                             because they like something else.                                    are currently flailing in the wind,                        the water that made companies
                             Some companies merged because of                                     media companies are the ones that                          believe that one product could sell
                             the fantastic notion that we were                                    acted as though “synergy” was just                         another just because the two coexist?
                             this bunch of fools waiting to buy                                   easy marketing! They really believed                           Sales 103 may be the hardest les-
                             things because we’re already there.                                  that everyday people—you know,                             son to learn. Pitch customers a clear,
                             Or maybe we bought them because                                      fickle consumers—would view some-                           unadulterated message. For heav-
                             they were in front of our faces.                                     thing on a monitor, on a television                        en’s sake, don’t shove things down
                                Now everyone laugh.                                               set or in a magazine and just have to                      people’s throats.

                                                                             EASTERN                          CLASSIFIED                         MARKETING                            Eastern Edition
                                                                                                                                                                                      770 Broadway,
                                                                             Regional Sales Director          Sales Director: Brian Chester      Mktg Services Dir. Rachel Bell       New York, NY 10003
                                                                             Linda D’Adamo                    Mgrs Liza Reich, Randy Larsen,     Promotion Art Dir: Hillary           646-654-5125 Fax 646-654-5351
                                                                             646-654-5115 Fax:646-654-5352    Jr.; LA Reps: Gary Gomez,          Friedman; Assistant Mgr. Special
                                                                                                              Denise Larsen                                                           Washington, D.C. Bureau
                             Ami Brophy VP/Publisher                         NY Sales Manager                                                    Projects: Jennifer Minihan           202-833-8184 Fax 202-833-8672
                             MARKETING/MEDIA & RETAIL DIVISION                                                800-7-ADWEEK Fax 646-654-5313
                                                                             Michael Candullo
                             President Mark A. Dacey                                                                                             CIRCULATION                          Midwest Edition
                             Marketing/Media Group President                 Account Managers                                                                                         200 W. Jackson Blvd, Suite 2700,
                                                                                                              PRODUCTION                         Director Mary Barnes
                             Michael E. Parker                               Sandra Dent, Diane DiDominici,   Dir. Planning & Operations                                              Chicago, IL 60606
                             Retail Group President Mark Holdreith                                                                               Assoc. Circ. Dir. Michael Nass       312-583-5500 Fax 312-583-5504
                             General Manager H. Todd Hittle                  Robert Hamerslough               Adeline Cippoletti                 Circ. Mgr. Richard Chung
                                                                             646-654-5125 Fax 646-654-5351    Production Director                                                     Detroit Bureau
                                                                                                                                                 List Rental Info. JJ Single
                                                                                                              Elise Echevarrieta                                                      313-417-9475 Fax 313-417-9476
                                                                                                              Sr Asst. Prod Mgr. Cindee Weiss;                                        New England Edition
                             President & CEO Michael Marchesano              MIDWEST                          Asst. Prod Mgrs. Noah Klein,                                            100 Boylston Street,
                             Chief 0perating Officer: Howard Lander                                                                              ADWEEK BEST SPOTS
                             Executive Vice Presidents: Mark Dacey           Regional Sales Director          Craig Russell; Prod. Assts.                                             Boston, MA 02116
                                                                                                                                                 Managing Dir. Nancy Sobel            617-482-0876 Fax 617-482-2921
                             (Marketing/Media & Retail), Richard O Connor    Tina Balderas                    Michele DeRoche; Asst. Class.
                             (Travel, Performance, Food Service and Retail                                                                       646-654-5218 Fax 646-654-5373
                             Estate/Design)                                  312-583-5509 Fax 312-583-5504    Prod. Mgrs. Steve Pfeffer,                                              Southeast Edition
                             Senior Vice President: Toni Nevitt                                               Gene Williams                      ADWEEK ONLINE
                                                                                                                                                                                      1115 Northmeadow Parkway
                             (Marketing Information)                                                                                                                                  Roswell, GA 30076
                             Vice Presidents: Joellen Sommer (Business                                                                           Prod. Mgr. Matt Lennon               770-569-1540 Fax 770-569-5105
                             Management), Deborah Patton (Communications),   WESTERN                          DIRECTORIES
                                                                                                                                                 646-654-5560 http://www.adweek.com
                             Joanne Wheatley (Circulation)                   323-525-2276 Fax 323-525-2391    Publishing Director                                                     Southwest Edition
                                                                             Account Managers                 Mitch Tebo Editors Carlynn         SUBSCRIBER SERVICES:                 1717 Main Street, Suite 3300,
                                                                                                              Chironna, Tammy Karten, Allen      1-800-722-6658                       Dallas, TX 75201
                             President & CEO Michael Marchesano
                                                                             Jacki Leigh, Lisa Zeni                                                                                   214-290-9960 Fax 214--290-9983
                                                                                                              McCormack, Bryan Wells             CUSTOMER SERVICES:
                             Chief Operating Officer: Howard Lander
                             Vice President/Business Development:                                                                                E-MAIL: bpi@realtimepubinc.com       Western Edition
                             John van der Valk                                                                CONFERENCES & EVENTS:                                                   5055 Wilshire Blvd.,
                                                                             NEW ENGLAND                                                         VP/Marketing Mary Beth Johnston      Los Angeles, CA 90036
                             Vice President Human Resources:                                                  Director: Matthew Pollock
                             Sharon Sheer                                    617-482-0876 Fax 617-482-2921                                       SVP/Sales Wright Ferguson, Jr.       323-525-2270 Fax 323-525-2391
                             Chief Financial Officer: Joseph Furey                                            Manager: Shanny Bang
                                                                             Account Manager                                                     EVP/Editor-in-Chief Sid Holt
                             President - VNU Expositions: Greg Farrar                                         Conf. 1-888-536-8536                                                    San Francisco Bureau
                             President - VNU eMedia: Jeremy Grayzel          William J. Callahan, Jr.         www.adweek.com/adweekconf          President Michael E. Parker          415 -249-6000

 12 ADWEEK August 19, 2002 www.adweek.com

To top