1. 30 ChangesinKauffmanCreative ServicesSince1985
On January2, 1985, KauffmanCreative Servicesopeneditsdoors. Overthe past30 years,many changes
have occurredin marketing.
1. Time At the start of the business,therewasthe “SoapOpera”time—timespentwatchingsoap
operasvs time of work.Most of the day wasspentwatchingTV. Today, there isnotime for TV.
2. ComputerI startedwitha Commodore 64 andJuki DaisyWheel Printer. Icouldturn iton, go
make coffee,andbythe time I returnedtothe office itwasALMOST bootedup.
3. Art I wouldcall myartiston the phone withheadlineideasandtell themtolookinthe phone
bookfor ads fromthe clientforthe logo. The artistwouldhanddraw a layout.
4. Copy I wouldpickupthe layoutideafromthe artist and withmycopy printedout,goto the
client,showthe layout,andget the firstroundof revisions.
5. TypesetI wouldprintoutmy revisedcopyonthe Juki,drive it10 milestoa typesetter,thenwait
one day forthe typesettingtobe readyforpick up. If the needwasimmediate,typesetteradded
rush charges.
6. Art I wouldreturnthe sheetsof typesetandcopyto the artist fora paste up.
7. MechanicalsIf the art was incolor,there wouldbe overlayswithcutoutsfor eachof the colors
(4) CYMK.
8. RevisionsChangesinthe art meanta trip to the typesetterforreset,triptothe artist,then
returnto the clientfor—hopefully—final approval.
9. Repeat If there was noapproval,step8 wouldbe repeated.
10. Final art Once the approval processwascompleted,atripwasmade to the typesetterforone
final time togeta velox (printoutof final ad) andnegatives(if blackandwhite:one negative,if
full color:4 color separations). Today,a Press-ReadyPDFsuffices.
11. DeliveryAnothertripwasneededtogetthe art to the final mediaoruse independentdelivery
servicestogetthe ads to media andlarge final boardsto printer.
12. Telecommunications The “fax”wasa spindle like device,wiredto anelectronicphone modem.
You wouldwrap the printedoutdocument aroundthe spindle andattachan arm like the needle
arm of a phonograph (OK,youprobablydonotknow that device aswell.A phonographhada
needle thatfitingroovesona record.The recordwas the predecessorof the CD. Oh my,that is
archaic as well Ijustkeepdiggingthatgrave deeper!). Inanyevent,the spindle wouldspinand
the arm wouldscan the documentandto send throughthe phone line.
13. Telecommunications The modemwasimproved! The “Modem#2” allowedustogo directly
fromcomputerthroughthe phone line tothe intendedrecipient.
14. Radio Production Withthe use of the original fax andlater, “Modem#2”, copy wouldbe sentto
a productionhouse where itwouldbe recorded usingmanytracksforvoice talent,music
backgroundand/orsoundeffects. The productioncompanywouldthenreturnareel-to-reel
tape which couldbe sentto the radiostationfor duplicationof the reels,thenphonecallstoall
stationsforpickup at the frontdesk.
15. TV production- There were novideoproductioncompanies.A TV spotwascreatedby the TV
stationitself fromyourcopy.TV spotswere mostlydone withslides.Live action(talkingon
camera) was usuallydone inthe studiowithaslide of the storefrontorwhatever,Chromakeyed
behindthe talent.Asthiswasusuallyagreenscreen,care was takento make sure the talent
wore no greenor special effectscouldoccur! Veryfew “onlocation”adswere done at the local

2. level. A 2” Reel toReel Tape was createdforthe broadcast stationto pickup,again at the front
desk. It soonevolvedto¾”Tape,then½ inchtape,thenbeta.
16. The secondcomputer Our secondmajorpurchase was an Apple computerandprinter,cost
$5000. The computerwasinstalledbythe companyinmyoffice withacertificate thatfor
another$1000 trainingwasavailable. Iopted toread the bookthat came withit. The very next
day,a newApple debuted—theI-MAC.
17. Photography Photographswere takeninstudiooron locationwithacamera and film, whichif
youneededinahurry , youneededtohave processed. Filmwasblackandwhite orcolor.If you
neededthe filmrevisedwithanairbrush,onlycertainartistshadthatcapability.Youhad8 x 10
enlargementsmade andthe artistwouldplace overlaysandairbrushthe neededareas.New
negswere made andvoila—readyforprinting. Today?Whatisblack and white anyway?
18. Cross Platform Telecommunications A new advancementincommunications—calledemail—
was introduced.Alas,because Iwasonan Apple computer,andthe businessworldwasall IBM,
emailswouldarrive,butcouldnotbe readas theywere garbleddue tocross platform.
19. Newspapersizes EverynewspaperfromdailiestoweekliestoSunday, eachhadtheirown
individualcolumnwidthsizes,sowhenadswere finallyapproved,the adneededtobe modified
to fitthe individual sizesrequiredbythe paper. The NewspaperAssociation decidedtocreate
the SAU (StandardAdvertisingUnit) where all newspaperswould recognizea2” wide column.
Thisideaworkedformanyyears until newspaperdevelopednew pressesforthe ease of adding
color. Withthe change of presses, we have now returnedtoeachnewspaperhavingindividual
columnwidths. Some newspapershave alsocreatedstandardBlocksizes.
20. NewspaperReadership- (atleast a hard copy newspaper) Readershipof abone-fide6col x
21.5” newspaperthatyoucan read withyourcoffee,hasfallen. Today,youaccessyour
newspaperonthe web. Justnotthe same withthe cup of java.In our market,one of the major
newspapershasevengone tothree newspaperdeliverydays/week. Forme,I misstwothings:
The comics and the obituaries. These twoitemsare veryhardto read ona smartphone or hand
helddevice.
21. Internet This inventionhas createda new wayof communication.Fornewspapers,theyare
nowon line, soreadershipisup. Now if youlive inCalifornia, youcangetthe newsinyour
home townback east. Needinformationonasubject? Google,Yahoo,Bing,the searchengines
are there althoughcanyoutrust the Information?
22. InternetRadio Target your customersandlistentoyourfavorite radiostationanywhere inthe
US via Internet.IHEART RADIO,PANDORA,andmanyotherstreamingvenuesare comingto
your local smartphone and computer-- once the musicindustryfiguredouthow theycouldbe
paidfor theirmusic.
23. The Portable Phone My firstportable phone hadabatterythe size of a brief case (whichyou
carriedboth inside) andthe phone itselfwaslike abrick. Soon,Ihad a car phone that was
hardwiredintomycar. Today, slimsmartphone iscarriedwithme 24/7.
24. TV Placement In the beginning,there were 4TV stationstoplace your advertising(3major
broadcast stationsandpublicTV). ThenFox wasborn, creating5. Then,cable appearedand
made an impact—usingall of the first13 channelsof a TV, thatis, before addingthe 100s more.
25. HD TV Broadcast TV nowhas subchannels,one channel usedforlocal weather,andasecond
channel nowusedforwhatseemsto be rerunsof old TV showsfromthe 60’s thru 90s. Ironically
whenHD TV appeared,we accesseditthroughRABBITEARS—talkabouta throwbackto my

3. tenderyouth,whenall TV-all 4channels- requiredanantenna. Youcan purchase all these
channelspluswebsitesforthe client. And,youcan –and must—have themclosedcaptionedfor
the hearingimpaired,andtheyofferasub carrierfor Spanishtranslation.
26. Websites- Everybusiness(mine included: www.kauffmancreative.com) hasawebsite that
sharescapabilities,productsandservices. Youmustbe on topof the search engine sothere are
rulesto applywhenyoudesignandwrite yourpages.Itseemstobe the firstplace everyone
looksto start a purchase and tomeetyou.
27. The Comma The use of the comma(see #f25) has changedmanytimes overthe past30 years.
Is itcapabilities,products,andservices withacommabefore the and( products,and. . .)? I am
so confusedwhichisprettyeasyatmy age.
28. Social Media- Facebook,Twitter,YouTube,LinkedIn,andMANYMANY more,have made the
conversationbetweenbusinessandclientquiteinteresting—if usedproperly.
29. NewsThe birthof cable,social media,andsmartphones hasmade newsavailable 24/7.Today
everyone isareporterwhocarriesthe smart phone withvideo.
30. Access I can accessmy home office fromanywhere onthe planetwithmylaptop computer,
smart phones, andaccessto WI FI. So evenwhile onvacation,I remainintouchwithclients.
One thinghas remainedthe same.It is still importanttobuildlastingrelationshipswitheachclient.
I still believeinthe personal touch-- whetheritisa phone call,face-to-face, orevenasnail-mail
letter, andyes, whenIam on the otherside of the planetonvacation-- maybe evenanemail.