I’m a little tired. Not physically. I could always do with a little more sleep, but then so can everyone.

No.

I’m more tired about the constant “The End of PR”, “The End of Marketing”, “The End of Print” and “The End of Advertising” missives  that seem to be flying about at the minute.

I can’t open my email subscriptions without the latest link shouting out “The end of…. Where now for Industry X?”.

I’m an avid blog reader and use Alltop regularly to find interesting stories from my industry and beyond. Yet it seems that there’s an “End of…” blog post for every *normal* one at the minute.

Why?

Why do we have to bang the nails into the coffin of industries that are still very much alive? Why do we have to look at an industry that’s been around for years as “ending”, just because there are new tools available? Is there really such a thing as an ending, anyway?

End or Mend?

Instead of saying an industry is ending, how about we say it’s mending instead? If an industry is really viewed as being broken, should we be closing the door on it or helping it back on its feet?

If your pet breaks its leg in an accident, do you immediately want to  put it to sleep or do you love it back to health? If you break the point on your trusty pencil, do you sharpen it or throw it in the bin? Even when that pencil eventually writes its last word, you don’t stop using pencils – you start afresh. But it’s still with the same type of pencil.

When you’ve taken your last step on a particular journey, it doesn’t mean your travels are over – it simply means there’s a new journey to  begin.

It’s easy to say something is finished – you don’t have to worry about it anymore as it heads for that big garbage bag of irrelevance. The harder part is making irrelevant into relevant.

It’s not easy, but if there are solid enough foundations already there, isn’t it better than starting again?

image: Black Glenn

Get my latest posts as soon as they're published

Join over 12,000 smart subscribers and receive my latest posts as soon as they're published - simply enter your email below (I respect your privacy and will never spam you).

Alternatively, click here to subscribe to the RSS feed instead.

184 comments
Alesia Krush
Alesia Krush

Ha-ha, it's so comforting to know I'm not the only one under the impression that industries have been "dying" in bunches all around lately. Thank you, Danny.

End or mend? Mend all the way!

Danny
Danny

Amen to that, Alesia!

Alesia Krush
Alesia Krush

Ha-ha, it's so comforting to know I'm not the only one under the impression that industries have been "dying" in bunches all around lately. Thank you, Danny. End or mend? Mend all the way!

Danny
Danny

Amen to that, Alesia!

Brian
Brian

I think any industry "THEY" say is over or dead has a mending period before the naysayers shout it's dead. Eventually, some industries need to die, not be propped up continually. But I do agree, I don't like reading the headlines all the time about this is dead or that is dead or over or whatever words they want to use.

Danny
Danny

Yeah, I'd quite happily see the non-alcoholic beer manufacturers shuffle off. But I digress... ;-)

Brian
Brian

I think any industry "THEY" say is over or dead has a mending period before the naysayers shout it's dead. Eventually, some industries need to die, not be propped up continually. But I do agree, I don't like reading the headlines all the time about this is dead or that is dead or over or whatever words they want to use.

Danny
Danny

Yeah, I'd quite happily see the non-alcoholic beer manufacturers shuffle off. But I digress... ;-)

Daniel
Daniel

Let's be optimisitc, stop taking pity on ourselves, and ACT!!The market provides a wide ranges of instruments to succeed!

Daniel
Daniel

Let's be optimisitc, stop taking pity on ourselves, and ACT!!The market provides a wide ranges of instruments to succeed!

Paul
Paul

Outbound marketing is the new Inbound Marketing. :-)

Paul
Paul

Outbound marketing is the new Inbound Marketing. :-)

Brankica
Brankica

"Article marketing is dead" is one of the most repeated sentences among bloggers. "Do guest posting" is the second most used. Which comes to the same thing. But last time I checked, article marketing is still very much alive and kicking.

I think some people just need some eyes on their titles, otherwise no one would be reading their blogs.

Danny Brown
Danny Brown

For sure, Bran - like you say, while article marketing may not be everyone's cup of tea, it's still enjoying a huge amount of success for its proponents. Just because something doesn't work for you doesn't mean it's wrong or useless.

Some folks, eh? ;)

Brankica
Brankica

"Article marketing is dead" is one of the most repeated sentences among bloggers. "Do guest posting" is the second most used. Which comes to the same thing. But last time I checked, article marketing is still very much alive and kicking. I think some people just need some eyes on their titles, otherwise no one would be reading their blogs.

Danny Brown
Danny Brown

For sure, Bran - like you say, while article marketing may not be everyone's cup of tea, it's still enjoying a huge amount of success for its proponents. Just because something doesn't work for you doesn't mean it's wrong or useless. Some folks, eh? ;)

Jens P. Berget
Jens P. Berget

Great points.

To me, it seems that there are especially two reasons why media (people) are adding to the "everything is dead" trend and that's to create sensationalism (stand out from the crowd) and when ever there's an end, there's a start of something new. They want to focus on something brand new, and to do that, they feel the need to say what's not working and what's dying :)

Danny Brown
Danny Brown

Bang on, Jens. Here's the thing though - look at things like the Dyson cleaner, or the iPod, or digital cameras. None of them are truly new ideas - they're simply evolutions of previous products. So, does anything truly end? ;)

Jens P. Berget
Jens P. Berget

Nothing truly ends, but it makes a great headline :)

Jens P. Berget
Jens P. Berget

Great points. To me, it seems that there are especially two reasons why media (people) are adding to the "everything is dead" trend and that's to create sensationalism (stand out from the crowd) and when ever there's an end, there's a start of something new. They want to focus on something brand new, and to do that, they feel the need to say what's not working and what's dying :)

Danny Brown
Danny Brown

Bang on, Jens. Here's the thing though - look at things like the Dyson cleaner, or the iPod, or digital cameras. None of them are truly new ideas - they're simply evolutions of previous products. So, does anything truly end? ;)

Jens P. Berget
Jens P. Berget

Nothing truly ends, but it makes a great headline :)

Jon Loomer
Jon Loomer

Thanks, Danny. This is the end of pessimism.

Jon Loomer
Jon Loomer

Thanks, Danny. This is the end of pessimism.

Ravi
Ravi

No form of advertising—or media— completely dies. Instead, something new just comes along and takes away from the former mediums popularity. TV didn't kill radio. Internet didn't kill tv. And infomercials, in my opinion the most annoying form of advertising in existence, are still going strong. Just not as strong as when they were a more prominently used form of advertising.

Danny Brown
Danny Brown

Agreed Ravi - it ties in with Jens's point below, about the shiny ball syndrome and how new seems more exciting, but then the glean wears off. At the end of the day, if it's a viable business model and there's a need and audience for it, anything will remain.

Cheers for the comment!

Ravi
Ravi

No form of advertising—or media— completely dies. Instead, something new just comes along and takes away from the former mediums popularity. TV didn't kill radio. Internet didn't kill tv. And infomercials, in my opinion the most annoying form of advertising in existence, are still going strong. Just not as strong as when they were a more prominently used form of advertising.

Danny Brown
Danny Brown

Agreed Ravi - it ties in with Jens's point below, about the shiny ball syndrome and how new seems more exciting, but then the glean wears off. At the end of the day, if it's a viable business model and there's a need and audience for it, anything will remain. Cheers for the comment!

Carrie Brown
Carrie Brown

The point is not to give up and rush to announce “the end”, but to struggle and search for new tools, methods, approaches, provided by the constantly changing market.

Danny Brown
Danny Brown

Exactly Carrie - sounds like you and Kneale above are on the same sensible page. :)

Carrie Brown
Carrie Brown

The point is not to give up and rush to announce “the end”, but to struggle and search for new tools, methods, approaches, provided by the constantly changing market.

Danny Brown
Danny Brown

Exactly Carrie - sounds like you and Kneale above are on the same sensible page. :)

Kneale Mann
Kneale Mann

I worked in radio for 20 years and over the past few there has been no shortage of web prophets who have proclaimed the death of radio because "no one listens to it anymore". Same with print, direct mail, outdoor and television. The last time I checked, all are still alive. It's up to each channel and each content provider to determine if they want to be irrelevant.

Mobile is exploding, we know this from facts and data, does this mean that once it begins to wane it will be dead as well?

It's easy to lob fire, it's much more difficult to find ways to utilize the tools available and create better stuff, content, offerings, product etc.

Blogging was dead five years ago, four years ago, comments were dead or not cool or cool or not, orange was the new black, the list is endless.

Here's something that is very much alive and well - human contact. No matter the channel or medium, let's not let that die.

Danny Brown
Danny Brown

Love the example of the easy part, mate, versus the harder (but infinitely more rewarding) way of really making things work, as opposed to the quick fix. Something we seem to have lost in the transition to this new digital playground.

And great point about human contact. That can never be beat. Which reminds me...

Kneale Mann
Kneale Mann

I worked in radio for 20 years and over the past few there has been no shortage of web prophets who have proclaimed the death of radio because "no one listens to it anymore". Same with print, direct mail, outdoor and television. The last time I checked, all are still alive. It's up to each channel and each content provider to determine if they want to be irrelevant. Mobile is exploding, we know this from facts and data, does this mean that once it begins to wane it will be dead as well? It's easy to lob fire, it's much more difficult to find ways to utilize the tools available and create better stuff, content, offerings, product etc. Blogging was dead five years ago, four years ago, comments were dead or not cool or cool or not, orange was the new black, the list is endless. Here's something that is very much alive and well - human contact. No matter the channel or medium, let's not let that die.

Danny Brown
Danny Brown

Love the example of the easy part, mate, versus the harder (but infinitely more rewarding) way of really making things work, as opposed to the quick fix. Something we seem to have lost in the transition to this new digital playground. And great point about human contact. That can never be beat. Which reminds me...

Mark Aylward
Mark Aylward

Danny
It's a glass half full/half empty thing. You see opportunities where others see problems. I'm a half full guy myself. Some of these half empty folks are also just manipulating people opportunistically..."Article marketing is dead so you should buy my video tool..." It's unfortunate for the newer people who don't know who to believe yet.
Cheers
Mark

Danny
Danny

Hi Mark,

I think we can blame Google for the "article marketing is dead" thought, thanks to their Panda update and confusion around it.

Yet from an SEO angle, it's still a hugely effective approach (if done well). Like you say, there will always be opportunities - it comes down to how you want to "angle" these opps.

Cheers, mate.

Mark Aylward
Mark Aylward

Danny It's a glass half full/half empty thing. You see opportunities where others see problems. I'm a half full guy myself. Some of these half empty folks are also just manipulating people opportunistically..."Article marketing is dead so you should buy my video tool..." It's unfortunate for the newer people who don't know who to believe yet. Cheers Mark

Danny
Danny

Hi Mark, I think we can blame Google for the "article marketing is dead" thought, thanks to their Panda update and confusion around it. Yet from an SEO angle, it's still a hugely effective approach (if done well). Like you say, there will always be opportunities - it comes down to how you want to "angle" these opps. Cheers, mate.

dave friant
dave friant

O I suppose we could do it your way, but that isn't very sensational.

In all seriousness in these stories your referring to I'd wager their all trying to sell something and people gravitate to hype and drama.

So really it's our own fault. It goes back to does art mirror life or vice versa.

Hell even if you talking about main stream media they are still trying to sell ratings.

So until people change this technique isn't likely to go anywhere. People may like a nice, happy story they just won't go out of their way for it.

Thanks for the post.

Danny
Danny

You know, Dave, that's usually the case indeed. "Print is dead - buy my digital-only ebook!", or words to that effect. ;-)

Like you say, it's cause and effect. The sooner more people see through the crud, the less we'll see of it. At least, we can but hope!

Cheers, mate, appreciate the comment.

dave friant
dave friant

O I suppose we could do it your way, but that isn't very sensational. In all seriousness in these stories your referring to I'd wager their all trying to sell something and people gravitate to hype and drama. So really it's our own fault. It goes back to does art mirror life or vice versa. Hell even if you talking about main stream media they are still trying to sell ratings. So until people change this technique isn't likely to go anywhere. People may like a nice, happy story they just won't go out of their way for it. Thanks for the post.

Danny
Danny

You know, Dave, that's usually the case indeed. "Print is dead - buy my digital-only ebook!", or words to that effect. ;-) Like you say, it's cause and effect. The sooner more people see through the crud, the less we'll see of it. At least, we can but hope! Cheers, mate, appreciate the comment.

Holly Jahangiri
Holly Jahangiri

Let's just ignore the doomsday folks - even the Mayans are tired of them, Danny! :) Let's all focus on the good and positive stuff, and remove all incentive to continue "The End of..." memes. They're as bad as the "Aftermath of..." stories on the news. I can't help but think that if we loved the negativity less - there'd be less of it, you know what I mean? Great post. I'm with you!

Holly

(Speaking of a little positivity - the link in this post isn't to MY blog, but to a friend's blogging contest entry. Abhi Balani runs OddBlogger.com and is entered into a blogging tips contest. He'd be thrilled to get some more readers and comments, I'm sure!)

Danny
Danny

Damn, Holly, that's a great way of paying it forward, and perfect for this post. So, the end of collaboration? Pfft. ;-)

Cheers, miss!

Holly Jahangiri
Holly Jahangiri

:) It's so much more fun this way, Danny! I have pointed out the irony in the commonly used acronym, "SoMe," but so far, very few people really seem to GET IT. I still blog as much for fun and entertainment - mine and others' - as for anything else. So "paying it forward" is one of the ways I get enjoyment out of blogging - it's not ENTIRELY selfless, or anything! I should add, Abhi hardly knew me when he started promoting ME in the Surviving the Blog contest last year, at WBB. But I didn't even have to ASK. I get the feeling he finds fun in a lot of the same things I do. He's just one of those cool folks it's worth getting to know better.

By the way, it's already tomorrow where he is, but today's his birthday. ;) I told him I am a firm believer in dragging birthdays out as long as you can get by with it... whoever reads this? Drop by that link below and say "Happy birthday, Abhi!"

Abhi Balani
Abhi Balani

Thank you, Danny!
For your wishes, for your valuable comments on my post.
I'm glad you visited. :-)

Abhi Balani
Abhi Balani

Ohh, Holly. I knew it. You are the one who declared my birthday WEEK.

Danny Brown
Danny Brown

When you lose the enjoyment, may as well give up there. Otherwise it becomes a chore, and who likes these?? ;)

Oh, and done and done!