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Z.E.R.O.
Book

Z.E.R.O.

Zero Paid Media as the New Marketing Model

Joseph Jaffe and Maarten Albarda
Wiley, 2013

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Recommendation

An economy based on people buying stuff from other people rests on the outmoded idea of “paid media,” especially TV advertising. Marketing experts Joseph Jaffe and Maarten Albarda argue that reliance on paid media is already passé – now it’s just a condiment to the main meal of “nonpaid media.” This is not necessarily bad news for advertisers or PR departments, though it won’t cheer newspapers, magazines and TV stations, but marketers must use their “Z.E.R.O.” strategy to build their brand’s “ecosystem.” Jaffe and Albarda offer a well-argued, well-documented exploration of the fragmenting media landscape. They explain the opportunities that digital technologies and social networks offer, and urge you to invest in innovation and to convert your clients to become your advocates and zealots. getAbstract recommends this lively wrestling match between traditional advertising and the mashed-up future of brand promotion.

Take-Aways

  • All media must cope with cataclysmic upheaval and fragmentation.
  • The “Z.E.R.O.” approach means earning attention for your product but not paying for any media exposure.
  • Z.E.R.O. stands for “zealots, entrepreneurship, retention and owned assets.”

About the Authors

Joseph Jaffe also wrote Flip the Funnel, Life After the 30-Second Spot and Join the Conversation. Former director of global media and innovation for Coca-Cola, Maarten Albarda heads MLA Consulting.

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