It’s so reassuring in these uncertain times to know that the “Madison Avenue Biggies” see stability in digital media. I’m personally just very relieved.

But I’m curious if they realize the source of that stability. Digital Media will remain strong through the economic turmoil because it is directly measurable. It can be tied to tangible results- like sales.

It has been the fashion to downplay this aspect of Digital media and focus on more ephemeral metrics like brand engagement. This focus both leveled the playing field –making it almost as difficult to measure Digital’s impact as outdoor as well as tragically slowed down all the work needed to make digital more accurately measurable.

Retaining that old focus won’t work in the current climate. Building brands will continue to be important, but really measuring how and if that is accomplished will become the #1 requirement of almost every program. Everyone’s favorite acronym of three years ago: CRM will have a come back. Those marketers and agencies that wield those tools now will get stronger and earn more of shrinking budgets. Those who don’t won’t.

So while Digital may help keep marketing budgets alive, how those budgets are deployed and measured will fundamentally change what marketers expect (RESULTS?) from advertising and “agencies” forever. If that points to an era of stability, well then, I’m an agency biggie.

Few things (online) are sadder than an abandoned Blog. Once vibrant and alive, now out dated and unread, the old blog is a lonely place. The ignored Blog is a testament to energy that once was and ambitions unrealized; and to a problem facing many well meaning writers across the Internet.

How do you get back to blogging after a hiatus, no matter the reason or the date of the last entry? What actually justifies starting again? Or more pertinently today what of the multitude of possible topics do you start with?

The Microsoft advertising debacle: Jerry, Bill and the Stereotype are already old news, except the latest line “I am PC and I am everyone” just makes it all so much more pathetic. A recurring fantasy that the Geico gecko will be stomped on by the Geico Cavemen who will then commit suicide in grief could generate a few lines.

Our economy or new economy combined with the impending election offer plenty of room for speculation. Change is not always good, but even when painful it is not necessarily bad. It’s the one sure thing.

Maybe the real point is to just start. There were some guys back a couple thousand years ago who thought just starting “was the hardest thing.” Well if they were right then, damn I’m glad that’s over with. Now where is that stupid, idiotic gecko…