These seemingly contradictory terms paradoxically combine to form a clear message and sense of purpose, reflecting the new SHOOT, which has been bought by DCA Business Media, with Roberta Griefer returning as its publisher and assuming the ownership mantle from VNU.
Much of the longstanding SHOOT remains intact. But added to that foundation will be several new cornerstones: increased coverage of interactive content and branded entertainment; international reports; client perspectives; industry columns with varied viewpoints and conveying expertise from different sectors; and this weekly electronic edition of the publication. The latter, which we refer to as the “e.dition”–coupled with a biweekly print edition–offers such advantages as being able to view notable work instantaneously.
At the same time, you’ll continue to see what you’ve come to expect and value in SHOOT. We will keep on examining issues of importance to the industry, to provide news, information and thoughtful analysis, to offer not only what you want but also need to know.
Via our new ScreenWork section–which includes Top Spot, The Best Work You May Never See gallery and the just launched iWork and Brand Stand–we remain committed to seeking out great work and gaining exposure for the creative talent and artisans behind it. Our coverage will continue to support idea-makers and artists–and arts education to help develop the next generation of industry talent.
It’s an exciting new chapter for SHOOT but more importantly an exciting time for the industry at large as reflected in this e.dition’s Outlook series in which leading creatives and production executives assess prospects for the new year.
Take for example the feedback from Corey Bartha, senior producer of the newly named integrated production department at Crispin Porter + Bogusky, Miami: “I would say the creative climate is going to be hot in 2005. Advertisers are embracing media-neutral approaches like never before–it’s all about reach. I have been involved in some really creative interactive and Internet projects in the past, but the limited amount of broadband subscribers made it very difficult to reach our audience. Now the audience is huge and getting bigger. Advertisers are seeing results, and that means they are going to be coming back for more. From a creative standpoint, this new media becomes a blank canvas in the eyes of great creatives and the work is becoming great.”
Frank Scherma, president of bicoastal/international @radical.media, related, “I see many more agencies coming and sitting down with us and talking about ‘OK, we need to do the television campaign, but then we need to do an Internet component that’s tied to that, then we need to do a branded campaign and maybe we need to do a TV show.’ Towards the end of 2004, I saw more of that, and into 2005 I think we’re going to see [even] more of it.” Scherma noted that @radical currently is involved with four different agencies in development on four different TV shows for their clients.
A prime SHOOT goal is to provide the information and insights that will help you chart a successful course through this changing industry landscape. Under new nimble entrepreneurial ownership, we are poised to do just that. In this vein, interactive plans are on the drawing board that will nurture an exchange of ideas, info and resources, as well as promote mentorship and rallying to worthwhile industry and social causes. It’s an exchange that we hope will help create a sharing community and a clearinghouse to help you do well–while also doing good–in your daily pursuits. Happy New Year!
