Sales & Marketing Management - November/December 2008 - (Page 5) EDITOR’S LETTER EDITORIAL OFFICES (646) 654-7614 PUBLISHING DIRECTOR JOYCEANN COONEY-GARIPPA EDITOR-IN-CHIEF LORRI FREIFELD MANAGING EDITOR JEREMY COHEN ART DEPARTMENT ART DIRECTOR You can’t go home again Last week, I watched the series premiere of Life on Mars, ABC’s remake of the hit British drama. For the uninitiated, a quick plot summary: Sam Tyler, a (New York City, in this version) police detective, gets hit by a car while in pursuit of a murder suspect.Very much to his surprise, he wakes up to discover he’s been transported back to 1973. Tyler and the audience are left to wonder whether he’s actually traveled through time, in a coma and dreaming, or simply insane. This polyester predicament does have its upsides, however—something Tyler discovers when he stumbles upon a record store. As his face lights up and nostalgia kicks in, he explains to his ’70s-era companion how CDs and MP3s will eventually drive vinyl into obsolescence. Okay, okay … let’s throw in a caveat:Vinyl records never completely disappeared, of course, but there’s no question their day in the sun ended a long, long time ago. These days, they’re a hard-to-find niche product favored by collectors and audiophiles. Time travel aspects notwithstanding, Eastman Kodak Company can probably relate to Sam Tyler’s wistfulness. After all, this a 120-year-old company whose reputation was built on an equally distinct technology—film. Then along came a little game-changer known as the digital revolution. Granted, film’s weathered the changing times much more successfully than vinyl (owing to the former’s usage in the TV and motion picture industry, as well as by professional photographers), but Kodak still had to face an unwelcome reality: The average layperson sure does love his digital camera. Still, while the process hasn’t always been pain-free, there’s no disputing the fact Kodak has taken the mantra “change or die” seriously. This is a very different company from the Kodak of the ’90s, one that’s drastically overhauled its product offerings to place it at the forefront of the digital wave. And the person charged with spreading the word about those efforts is Jeffrey Hayzlett, the company’s chief business development officer and the subject of this issue’s cover story. Over the course of his two-year tenure with Kodak, Hayzlett’s made some fairly bold changes in the way that Kodak markets itself—including longtime sponsorship shake-ups, the appointment of the company’s chief blogger and innovative product placement activities (including a personal cameo on Donald Trump’s Celebrity Apprentice). To learn more about how this most innovative of marketers is spearheading Kodak’s 21st Century reinvention, just flip to page 16. By the way, just in case you were wondering: The title Life on Mars comes from a 1971 David Bowie song of the same name. Coincidentally, one hallmark of Bowie’s four-decades-long career has been the continuous reinvention of his music and public persona. Last time I checked, he’s still going strong. BETH MEYERS WWW.SALESANDMARKETINGMANAGEMENT.COM ONLINE EDITOR STACY STRACZYNSKI ADVERTISING SALES Account Executive GARY DWORET (561) 245-8328 Gary.Dworet@nielsen.com Account Executive SEAN NODLAND (704) 900-5116 Sean.Nodland@nielsen.com Las Vegas Travel Sales Manager PETER V. EDMUNDS (714) 963-3499 Peter.Edmunds@nielsen.com MARKETING Marketing Director ROBERT KUWADA Marketing Associate KRIS STOKES (646) 654-5159 Robert.Kuwada@nielsen.com (612) 340-4730 Kris.Stokes@nielsen.com PRODUCTION Production Manager JAY KAPLAN (646) 654-7310 Jay.Kaplan@nielsen.com CIRCULATION Audience Marketing Coordinator TRACEY DWYER Tracey.Dwyer@nielsen.com SUBSCRIPTION SERVICES Customer service: (800) 929-3848 salesandmarketingmanagement@halldata.com BACK ISSUES salesandmarketingmanagement@halldata.com, (847) 763-9050 CUSTOM ARTICLE REPRINTS Mike Shober at The YGS Group, Toll Free: (800) 290-5460 x 129, Fax: (717) 399-8900, E-mail: SMM@theYGSgroup.com, Web: www.theYGSgroup.com LIST RENTAL Michele Wiesner, List Rental Product Manager (646) 654-7220 Nielsen Business Media President: GREG FARRAR Senior Vice President, Human Resources: MICHAEL ALICEA Senior Vice President, Marketing: MARK HOSBEIN Senior Vice President, Finance: DEREK IRWIN Senior Vice President, Entertainment: GERRY BYRNE Senior Vice President, Marketing, Media & Visual Arts: SABRINA CROW Senior Vice President, Retail: DAVID LOECHNER Senior Vice President, Online: LINDA MCCUTCHEON Senior Vice President, Building & Design: JOE RANDALL Senior Vice President, Central Services: MARY KAY SUSTEK Vice President, Licensing: HOWARD APPELBAUM Vice President, Manufacturing & Distribution: JENNIFER GREGO Vice President, Audience Marketing: JOANNE WHEATLEY Jeremy Cohen Managing Editor jeremy.cohen@nielsen.com NOVEMBER/DECEMBER 2008 SALES&MARKETING MANAGEMENT www.salesandmarketingmanagement.com 5 http://WWW.SALESANDMARKETINGMANAGEMENT.COM http://www.theYGSgroup.com http://www.salesandmarketingmanagement.com
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