on Wall St.
as Mad Ave.
Adbusters was behind the
protests, so why didn’t it
target Advertising Week?
■ BY MATTHEW CREAMER
AT THE SAME time that scores of sign-scrawling, chanting protesters were
hanging out around Manhattan’s
Zuccotti Park last week plotting to turn
American business inside out, waves of
lanyard-wearing, jargon-dazed ad
executives were wandering around
Midtown trying to figure out how to
best pry into the thin wallets of their
Only a 15-minute subway ride separated the panel discussions of
Advertising Week from the hue and
See WALL STREET on Page 29
hunt for more
Steve Jobs revolutionized computing and media, but when it
came to marketing, he was an exceptionally bold traditionalist
Social net needs to close ad
revenue gap with Google
to prove it’s ready for IPO
■ BY MICHAEL LEARMONTH email@example.com
THE APPLE BRAND IS about putting little pieces of
the future in the hands of consumers. Yet Steve
Jobs, master marketer, took a very traditional
approach to advertising.
At a time when marketers obsess over the
virtues of targeting, “likes,” dashboards, platforms
of all stripes and sophisticated social-media-moni-toring schemes, Mr. Jobs kept it simple: tell the
story of how an amazing product can change your
life in the best environment possible.
And while many accept the lessons of Mr. Jobs
the product designer and have sought to emulate
him in that regard, it seems they all too often
overlook his influence as a marketer where he was
decidedly—and effectively—old school.
See STEVE JOBS, next page
■ BY COTTON DELO firstname.lastname@example.org
WITH THE PROSPECT of an IPO looming late next year, Facebook is determined to prove it can be as profitable as
it is popular, looking to land more
seven- and eight-figure “tentpole” ad
deals with major marketers.
That’s why it spent last week cozying up to big spenders—even piping in
CEO Mark Zuckerberg via live video
feed to its New York office—for the
See FACEBOOK on Page 28
Future looks bright
forthis bunch P 12