Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
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Minimal Acceptable

The idea of “minimum viable product” is now a well established construct in the Valley. It accelerated products to market and tends to focus developers on what matters most.

I’d like to posit a similar construct. “minimal acceptable download”. Zinio does this well. I get my fave magazines quickly and can easily read them. Apple Newsreader is the polar opposite. Magazines become bloated at 10x the size of those in Zinio and packed full of stuff they assume I want. As a result, speed of download is impractical and time to content is slow.

It’s time for publishers to start breaking free from Apple’s store and get back to basics. I’m missing pubs like Wired. Get back to the notion of a “minimal acceptable download” and you will win readers. At least that is my hope.

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