To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today’s marketing moment was chosen by Jeremiah Rosen, partner and managing director at Reason2Be. Below, find out why he chose the launch of WIRED and Fast Company magazines in the ‘90s as his favorite marketing moment.
In the 90’s, during the dismantling of America’s corporate welfare system, when job security was being stripped away by automation, underpriced foreign labor, and a new class of workers unwilling or uninterested in their parents’ small-town jobs and small-town mindsets, two publications arrived to herald the dawning of the Internet age.
WIRED and Fast Company, launched in ‘93 and ’95 respectively, marked the era of new work, new marketing, and the new way of brand-building. They made evident the Long Tail of our shared interests, the burgeoning of the The Brand Called You.
Where in the past, you needed to be anointed an authority, an emerging class of self-appointed authorities vastly exceeded the sum of their resumes.
Fast Company showed us that anybody with an opinion and typewriter could be a “Guru.” And WIRED brought the darkest corners of Internet fandom into the bright light of day. We can trace these pub’s influence starting with the blogging class, to the influencer class, to Kim Kardashian, Donald Trump, the Marvel Franchise Multiverse, and, ultimately, to Bronies.