The advertising world released a collective gasp when news hit that Stuart Elliott - the longtime advertising columnist for the New York Times - was accepting a buy-out package and would retire.
After nearly 25 years of covering advertising for the Times, not to mention stints at USA Today and Ad Age before that, Stuart and his column had become must-read for puissant, timely insights on Mad Ave.
And what a quarter century it was. From the early 1990s to today, the ad industry went from analog everything to digital domination; from "Married with Children" to "Modern Family;" and from bigger-is-better, to small is the new black.
"Who could or would have thought in the early ’90s that 20-odd years later the hegemony of television, for decades the most powerful ad medium, would be under siege, or at least, in question" Stuart wrote in his final column December 18.
"Ratings data, the currency of television, is growing problematic because viewership is more difficult to measure when people use mobile devices instead of TV sets; or watch shows online, as streaming video or as video-on-demand. And it is easier than ever for viewers to ignore or avoid traditional commercials; popular streaming services like Netflix are (gasp!) ad-free."
In an expansive new interview just days before Sunday's Super Bowl, I talked to Stuart about what he saw at the revolution - and why, despite all the change around us, everything old is new again.
Photo: New York Times
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