The advertising and marketing magazines in merry Old England!

I read as many of them as I can, week in and week out, hoping against hope that I will witness a significant improvement in them.

But one thing remains constant, they provide more drivel than serious content.

And never, repeat...never, get down to serious discussion about what advertising and marketing is, or ought to be. That of successfully communicating messages.

Reading them is almost as bad as reading the worst of the TV Listings magazines.

Many of the writers simply love to talk about TV programmes and content. And what they have to say is far removed from Marketing or Advertising, and, frankly, are a sheer waste of time and trees!

One writer in particular who's supposed field of expertise is Media (in a Marketing sense), works himself into a fine old lather lauding the great and the good (Michael Grade, Rupert Murdock et al). On Michael Grade for example, he recently had this to say: "There really isn't any better person to sell ITV than Michael Grade..."

So what?

Never does this particular person have anything of great importance to say about the functions of Marketing/Advertising/Communication.

Now these publications have not the slightest idea as to what interaction is all about. They openly tout their abysmal lack of knowledge about the subject...undoubtedly the most important development in the brief history of Marketing.

For example their sub head on a story they recently carried on interaction was "Sky is leading the way in offering iTV ad opportunities more relevant and convenient for viewers".

What they didn't say was the fact that Sky was leading everybody up the wrong street due to their complete lack of knowledge as to what real interaction is.

Upon reading the article you soon realised that it was another misleading piece of information, and not, by any means, a reflection as to what interaction really is.

And the damage all this will cause.

Because when real interactive opportunities emerge, as they already have done, Clients will say "I already know all I want to know about interaction and it doesn't work for me".

Most certainly these marketing magazine never ever admit to the fact that old style marketing is dead! They just cannot for the obvious reasons...their livelihood depends upon old style marketing!

So the publications are trying desperately to keep the body warm!

Because they depend upon old style Marketing the most...the big Advertising Agencies and the major TV stations help to keep the corpse warm because of the huge advertising budgets involved.

We say to them...open your eyes the evidence is all around you.

The old methods of Marketing simply don't work any more.

So, in an attempt to claw back from these mediocre publications their totally inaccurate picture of interaction I list here some of the benefits of using interactive communication - NOW!

Interactive Communication, properly executed, provides a win-win-win scenario for all participating parties.

For the first time in the history of commercial communication, participating parties can expect to benefit from appearing in interactive communications "Events".

For communication to be successful mutual self- interest has to be satisfied.

The need for product information.

Communication results from an interaction in which two parties expect to give and take.

Audience members must be able to give feedback. Media practitioners and their Clients must be sensitive to the information contained in the feedback. This give and take can result on real understanding or real feedback.

1. The Consumers need for Interactive Communication.

People desire to be taken account of, to affect change, learn and personalise their relationships with their environment.

There are a phenomenal number of reasons, which cause people to interact, which go far beyond just giving them things.

When people participate in interactive marketing communication they are told that their efforts and feedback are of positive help to the advertisers.

Moreover, by participating, they then learn and understand the message from the advertiser, personalise their relationship with the advertiser and their products (or services).

2. The benefits for participating advertisers.

For the first time manufacturers advertising becomes totally accountable with payment by results only.

Interactive communication provides intelligent sales through feedback and involvement.

Thus allowing the building of intelligent databanks.

It allows the brands to differentiate themselves from their competition. Substantially reduce their heavy marketing investments.

Additional benefits will allow the analysis of the feedback through a mass focus group allowing brand development. Whatever the consumer & manufacturer deem appropriate.

3. The Medium becomes accountable and more effective.

By the very nature of interactive "Events" the audience are captivated by the technique.

Interaction alters the way viewers/readers perceive advertising, instead of being viewed as interruption advertising becomes a pleasurable and meaningful source of information.

There is a substantial increase in the reading/viewing figures and it readily counters zapping.

It also allows the medium to provide evidence as to the effectiveness of the medium in terms of sales, awareness. Message comprehension thus proving that TV advertising is effective (as well as magazine advertising).

Paul Ashby pioneered interactive communication to the advertising and marketing communities some twenty-five years ago. The communication issues he addresses have been neglected during the explosive grown of advertising in the 60s, 70s and 80s, these are Cognitive Dissonance, Selective Retention and Selective Exposure.