Media Post: Darwin Liked The Gator

When journalists, or in the case consultant/journalists write an article, I always wonder what's really behind it. In this instance, I'd be facinated to know why Jim is defending Gator? I personally don't think that his argument is particularly strong, revolutionary, well founded, or in the best interests of the industry, so why exactly is he making it? In the interest of full disclosure, and causing trouble, here is my list of possible reasons:

• Gator are finalising an ad deal with Media Post.
• Media Post are currently targeting Gator as a potential advertising client.
• Jim has just bought/is about to buy Gator advertising for one of his clients, and is doing all he can to try and legitimise his decision.
• Jim was taken out for lunch/diner by Gator whilst at the recent iMedia Summit.
• Gator have hired Comical Ali as their new PR guy.

Whatever the reasons, and there probably are a few, I personally don't buy the idea that Jim just woke up one morning and thought - "Gator's great, it is being treated so unfairly, I must do all I can to fight this injustice" - especially given that this is the 2nd piece of good PR that Media Post has given Gator in as many weeks. (See - Relevance the Advertising Panacea.)

(Steve: Read the overwhelmingly negative reader reaction to Jim's MediaPost column here. Jim, just what is your motivation for this?)

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