Wednesday, August 22, 2012

Back to the Future of Marketing


The following is a teaser extract from my book-in-the-making titled as the headline of this post. Would crave for any comment you'd like to make
It is 1992. Twenty years ago. I have just graduated from College in London and made it into my first real job as a sports journalist for a Fleet Street-based newspaper. Back then, every time my editor was in need for background information on an athlete or any sporting subject  he’d ask me to get it for him. Sounds simple? Not exactly!
First I had to get off my chair and take a five minute walk, up a few stairs and down a few more to get to the archive section of the paper. Then I had to fill in a request form containing the relevant keywords which I had to then pass on to Rodger, an elderly archiveian – for lack of a better word – who would lower his reading glasses upon my form, clear his throat a couple of times and then gather his composure, take a deep breath and help himself off his chair to drag his feet at the back of the warehouse-like room, where a lengthy search would commence amongst shelves and piles of files containing newspaper clippings pasted with UHU stick in A4 papers.
In the meantime and while Rodger was still looking for the appropriate files, I was just standing there, a 22-year-old, clueless and bored, eyes vacant, yet hopeful, that I would be able to return back to my desk, to triumphantly and full of pride announce to my editor that I had stricken gold, that I had managed, despite all the odds, obstacles and Rodger’s nonchalance, to return with the Holy Grail, the source of all knowledge about the subject he had asked me for.
Most times I did get back holding a bruised carton folder, with the signs of ageing spreading along both covers and all four chipped, wrinkling corners. The folder would in most cases contain a few yellowing clips of my newspaper and of a few others which had reported on the subject of my search. That was it! The source of all background knowledge available to the editorial team, contained in a few newspaper clips. In most cases the subject in question had been highlighted with a bright yellow marker and it was easy to identify. That would be the equivalent of today’s Quick Search option in Google I guess.
As my trips to Rodger’s kingdom had become more frequent, my visitations seemed to make him tick having an effect similar to that modern energy drinks have on teenagers. He gradually became more welcoming, even mumbling “Hello’’ sometimes through his swollen, cracked lips bearing a permanent bloody bump right in the middle of the lower flap. I dare say that he even looked forward to seeing me in order to get his daily opportunity to get off his chair and venture to the forest of shelves behind him into an adventure that kept his instincts and reflexes alive.
One day, as I was standing there, waiting for Rodger to return with the day’s data dose, I sort of had a panic attack. “What if Rodger falls sick tomorrow?  I asked myself. “What if he takes his annual leave and goes for two weeks? Who would be replacing him? How would I be able to get my hands on the information required to garnish the newspaper’s stories with the detail and the background needed for our readers to get the full picture? Or, even worst, what if Rodger kicked the bucket? What then?  I couldn’t bear the thought even, not because I had suddenly developed a friendly disposition towards my ancient colleague from the archives department but mostly because of the panic I felt at the thought of having no access to information.

Can you imagine?

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