ArticleSnatch Blog

Books are food for the mind. Some merit gobbling down quickly; others are to be read more slowly, nibbled at and savored. Kevin Lee’s new book with Steve Baldwin The Eyes Have It (ISBN 13: 978-0974380667) published by Easton Studio Press should be read carefully and thoughtfully, for there is a lot of nutrition for the mind between the covers. Those familiar with Kevin’s column in ClickZ already know how many thought-provoking ideas he can cram into just a single column. Now, imagine what’s in 189 pages of this book.

The book’s premise is that we live in a time when advertising, as it was once known, has undergone fundamental changes. The advertising ecosystem of just a few short decades ago is dying. Gone are the days where a brand could rapidly get at millions of untargeted consumers through a few select television ads. The dying ecosystem is being replaced with a new ecosystem of digital media where constant change is the norm, and results are highly accountable and can be achieved very rapidly.

In the book Kevin provides a roadmap for navigating this changed ecosystem. It is a roadmap that is familiar ground for those who work in the new ecosystem, for it is both search and consumer-centric. Kevin provides a great deal of advice for those on the client side who are charged with marketing in the new environment, when to seek advice and what type of advice to look for.

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