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	<title>Sheffield &#187; Advertising</title>
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	<itunes:summary></itunes:summary>
	<itunes:author>Sheffield Sound Off</itunes:author>
	<itunes:explicit>clean</itunes:explicit>
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		<itunes:name>Sheffield Sound Off</itunes:name>
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	<itunes:keywords>Business, Communications, Corporate Communications, Business Strategy, Storytelling, Sheffield Company, Sheffield Marketing Partners, Narrative Messaging, Content Marketing</itunes:keywords>
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		<item>
		<title>Grasping changes in media consumption</title>
		<link>http://sheffieldcompany.com/2008/05/06/understanding-how-media-consumption-is-dramatically-changing/</link>
		<comments>http://sheffieldcompany.com/2008/05/06/understanding-how-media-consumption-is-dramatically-changing/#comments</comments>
		<pubDate>Tue, 06 May 2008 07:58:23 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Technology]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Information]]></category>
		<category><![CDATA[Microsoft]]></category>
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		<category><![CDATA[Steve Ballmer]]></category>

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		<description><![CDATA[Many marketers and communications experts won't be able to keep pace with the rapid and dramatic technology changes that affect how people distribute and consume media.]]></description>
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		<title>The Future of Billboards</title>
		<link>http://sheffieldcompany.com/2007/11/06/the-future-of-billboards/</link>
		<comments>http://sheffieldcompany.com/2007/11/06/the-future-of-billboards/#comments</comments>
		<pubDate>Wed, 07 Nov 2007 02:00:59 +0000</pubDate>
		<dc:creator>Joe Cleveland</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Visual Narratives]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Billboards]]></category>
		<category><![CDATA[BMW]]></category>
		<category><![CDATA[Digital Age]]></category>
		<category><![CDATA[Highway]]></category>
		<category><![CDATA[hybrid media]]></category>
		<category><![CDATA[MINI]]></category>
		<category><![CDATA[Slogans]]></category>
		<category><![CDATA[Taglines]]></category>

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		<description><![CDATA[If your daily commute includes a stretch of major road or highway, then you most likely pass several billboards on your way to and from work. The irony about billboards is, even though you repeatedly see these same simple one-liners, chances are you can’t name half of the companies that invade your peripheral vision each [...]]]></description>
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		<title>Ogilvy&#8217;s New Digital Chief Discusses Challenges</title>
		<link>http://sheffieldcompany.com/2007/04/19/ogilvys-new-digital-chief-discusses-challenges/</link>
		<comments>http://sheffieldcompany.com/2007/04/19/ogilvys-new-digital-chief-discusses-challenges/#comments</comments>
		<pubDate>Fri, 20 Apr 2007 01:28:18 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Strategy & Branding]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Ad Agencies]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brian Steinberg]]></category>
		<category><![CDATA[Digital Media]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Mobile Advertising]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[Ogilvy]]></category>
		<category><![CDATA[Wall Street Journal]]></category>
		<category><![CDATA[Web-Based Advertising]]></category>
		<category><![CDATA[Wieden Kennedy]]></category>

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		<description><![CDATA[In a recent interview with several of WPP&#8217;s senior excutives, WSJ&#8217;s Brian Steinberg addresses one of the pressing issues impacting all agencies: how to find people with deep digital experience. The game is changing so fast, that supply and demand are out of sync. According to the article, &#8220;Ogilvy&#8217;s move is the latest sign that [...]]]></description>
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		<title>The Ad Industry Struggles to Stay Relevant</title>
		<link>http://sheffieldcompany.com/2005/06/01/the-ad-industry-struggles-to-stay-relevant/</link>
		<comments>http://sheffieldcompany.com/2005/06/01/the-ad-industry-struggles-to-stay-relevant/#comments</comments>
		<pubDate>Wed, 01 Jun 2005 21:26:52 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[iPod]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[Madison Avenue]]></category>
		<category><![CDATA[new york times]]></category>
		<category><![CDATA[NY Times]]></category>
		<category><![CDATA[Satellite Radio]]></category>

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		<description><![CDATA[With all the changes in the economy and technology, Madison Avenue cannot afford not to innovate and find new ways to serve its clientele. In a recent NY Time&#8217;s piece, the causes and concerns are highlighted clearly: &#8220;The origins of the industry&#8217;s current problems are many: the dot-com bust, the fallout from 9/11 and the [...]]]></description>
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		<title>Learning Entirely New Business Models</title>
		<link>http://sheffieldcompany.com/2005/05/30/learning-entirely-new-business-models/</link>
		<comments>http://sheffieldcompany.com/2005/05/30/learning-entirely-new-business-models/#comments</comments>
		<pubDate>Mon, 30 May 2005 21:13:25 +0000</pubDate>
		<dc:creator>Joe McCormack</dc:creator>
				<category><![CDATA[Marketing Insights]]></category>
		<category><![CDATA[Technology]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Glenn Harlan Reynolds]]></category>
		<category><![CDATA[Joe McCormack]]></category>
		<category><![CDATA[New business model]]></category>
		<category><![CDATA[Newspapers]]></category>
		<category><![CDATA[Wall Street Journal]]></category>
		<category><![CDATA[WSJ]]></category>

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		<description><![CDATA[In a WSJ op-ed piece, Glenn Harlan Reynolds, a law professor at the University of Tennessee, discusses news without newspapers, and a future of publishing that takes on large, proven models. In his words: &#8220;The news business is in trouble. Readership and viewership are declining, public trust is plummeting, and advertisers are beginning to wonder [...]]]></description>
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