Joe Jaffe's Life After the 30-Second Spot has earned it's place as a reference point for non-traditional marketing approaches that are driving nails in the coffin of the 30-second spot. Joe's book is not only practical and informative, it's also very funny and entertaining. I like Joe's style, and frequently visit his site for his on-going crusade for innovation in the media and marketing world.
There is a good short interview of Joe on the Being Reasonable site, with typically sharp insight from Joe:
When you speak of Life After the 30-Second Spot, are you saying the 30-second spot is dead?
No, I don’t believe it’s dead, or that it necessarily will or should die. But our mindset needs to change, and fast. Thinking in terms of :30s symbolizes a certain way of doing business, a mass, one-size fits all approach. The danger of being all things to all people means you end up being nothing to anyone. Life After the 30-Second Spot is about the dawning of a new era in marketing communications, where one size does not fit all. (read the full interview here)