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It’s probably easy for a guy who has specialized in interactive marketing for most of his career to declare the 30-second spot an endangered species. But that’s what Joseph Jaffe does in Life After the 30-Second Spot, an Adweek book just out from John Wiley & Sons, New York. Jaffe moderated an Advertising Week panel today titled “TV or Not TV,” in which a half-dozen TV and agency executives disagreed with the premise that the :30 is on a respirator and near death.
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