AMC - Don Draper from "Mad Men" Couldn't Turn This One Around

 The crisis in "Mad Men," produced on AMC, was when Lucky Strike pulled its ad account from Sterling Cooper. But creative Don Draper swooped in and turned that catastrophe into opportunity. That was through repositioning the ad agency as on the side of the angels - anti-tobacco. 

But even a Draper kind probably won't be able to rescue AMC, the once-hot cable network which had also aired classics like "Breaking Bad."

What is triggering a massive reduction-in-force and cut short the tenure of CEO Christina Spade is the combination of a technology shift and the seeming inability to have anticipated and managed it. Obviously the lesson here is: Change before you have to, as I advise my clients. That is a pragmatic mandate I myself follow.

As CNBC reports, AMC is bleeding out its former success because of the flight of viewers from cable (very expensive and requires dealiing with the cable companies) to streaming (relatively inexpensive and a simple click-on). So far, as AMC head James Dolan admits AMC hasn't been able to transform that technological change into an opportunity - the way Draper usually operated. 

AMC, of course, isn't alone in this challenge. Both Disney and Apple are also struggling to hit gold when it comes to streaming. That underlies some of the rumors of a possible merger between the two now that Bob Iger is back in charge. 

Meanwhile, technology could put other industries in upheaval. For example, AI applied to copywriting could eliminate many jobs for human content-creators. I saw that - and more (ongoing media layoffs which generate surplus writing talent - and phased out of that niche. Before shuttering my marketing communications boutique I had been developing an intuitive career coaching practice. 

Here is what I saw: Technology is pushing communications of all kinds into a visual/auditory era. What we have classfied as "the written word" could downsize into a minor medium. A harbinger is  much of youth have not taken the discipline of writing seriously. Instead they are on TikTok with videos earning a good living. 

Takeaway: Ask yourself if your industry and employer/clients will be around a few years from now.

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