Media is the mechanism by which a small group can communicate their ideas with the masses. Media is not the message. It is a method for delivering messages. In the advertising industry various media are called “Platforms” or “Vectors” because they carry or deliver messages.

 Media accomplishes two important things for us; 1. It creates a platform upon which we may expose our messages, and 2. It distributes that platform to the public so that they receive our messages. Both are critical to the success of any communication program.

 The first media was probably invented when some ancestor of mine crawled down out of his tree, wondered about a bit, and decided that the ground wasn’t so bad after all. When one day he to mark a new way to get somewhere he picked up a stone and bashed a mark into the nearest tree. That was the first roadside billboard. Scholars debate the meaning of that first sign but I like to think, being my relative, that it meant “For a Good Time Go This Way”. In reality it probably meant, “ Watch out for the Big Bad Saber Toothed Monkey Eater That Lives This Way”.

 Someone once speculated that the first known use of advertising was when some smart Innkeeper slipped the town watchman a few free drinks to tell all newly arrived travelers about his inn. In any case once advertising started there was no stopping it. In fact, today fully 85% of all broadcasts and mass media publications are excuses to insert advertising.

 It doesn't really matter which platform you choose; almost all exist by selling advertising, and before some smart PhD pops up saying,’ what about social communications’, let me remind you that someone, some where, is paying to create and distribute that material to the public. They do so in hope that by communicating their message with the targeted audience knowledge will be passed on, and based on that newly acquired knowledge a segment of the target audience will do what the sponsor wants.  To my mind, that sounds a lot like why Coke has an advertising department.

 Media is a method of getting your message across to your target audience. Doing that effectively requires working closely with a lot of, hopefully, very talented people. In many cases those people will think, dress, talk, and act differently from what you are accustomed to. Get used to it. The most creative people in this business seem to believe that eccentricity is a requirement of their profession.

 Understanding the Media

 No one expects you to be an expert at graphic design, photography, video, copy writing, or editing much less printing. But, there are a few things you need to know in order to work with the people who are.

 Always remember rule number one:’ You’re hiring them for their brains, and talent, not personal habits’. In fact the most talented people are usually the most eccentric, to put it mildly. Warning: Bedlam and the creative department of any major advertising agency have a lot in common.

 Rule number 2 is,’ always work with the best artists you can afford and never forget rule number 1’. There is a definite reason for using the most experienced people you can afford. The reason is; you cannot afford mistakes.

 Although some of the best photography I have ever seen was shot by amateurs. It was usually more a case of luck than skill. The difference between a truly professional photographer, or any professional artist for that matter, and a talented amateur is that the professional will always, I repeat - ALWAYS, get results you can use - happily.

 Think carefully about what I am about to say: The images, cartoons, illustrations, and designs commissioned at the beginning are the ones you will be married to through out that campaign. Use cheap talent and chances are good you will get cheap work. All career decisions considered, the best is usually the cheapest - in the long run.

 David Ogelievy was one the fathers of modern advertising. For many years he ran the worlds most successful advertising agency. In one of his books, - which I quote from memory- he stated, “ The secret to Ogilvy & Mathew’s success is in the quality of people we employ. Our philosophy has always been to hire the best people we could find, get them the best equipment and surroundings to work in, then get the hell out of their way and let them do their jobs.”

 Ogilvy clearly understood the intricacies of dealing with creative people. If they’re good, they know a lot more about their profession than you ever will and will use all of those skills and experiences to give you a good product. Frequently they may do things by instinct that work without knowing exactly why they work. One of the most talented graphic designers I have ever worked with is completely incapable of explaining why she does things a certain way. She can only say, “ that works or that doesn't work”. It drives clients right round the bend, but the smart ones listen to her, and accept it when she says, “ it works”. Because, it usually does.

 As I said in the opening of this chapter no one expects you to be an expert in all the practical fields of communications. Your place in the scheme of things is to coordinate, keep the project focused, and pay the bills. That’s right! All you have to do is follow Ogilvy’s strategy for success, then sit back and take the applause.

 If that sounds too simple, then be glade you’re reading this  - because, it just awarded you a lot of long lunches and days by the pool. It really is that simple. Successful communicators are those who know how to manipulate creative people, inspire them to do their best, and then praise that best to the stars. The loosers, never stop tinkering with things they know nothing about, then blame the creatives when everything goes wrong.