The Death of Distance ‐ How the Communications Revolution will Change Our Lives

Citation

Schultz, D.E. (1998), "The Death of Distance ‐ How the Communications Revolution will Change Our Lives", International Marketing Review, Vol. 15 No. 4, pp. 309-311. https://doi.org/10.1108/imr.1998.15.4.309.1

The old saying has it that the three basic ingredients for success in retailing are: “Location. Location. Location.” Similarly, one of the principal marketing management tools is Distribution, or in the 4Ps marketing planning approach, Place. Yet, in her new text, “The death of distance ‐ how the communication revolution will change our lives” (Harvard Business School Press, 1997), Frances Cairncross, a Senior Editor at The Economist, a British magazine headquartered in London, presents the enlightening view that the traditional concepts of location and distance, which have commonly created both integration and isolation, will be radically changed as a result of the technological innovations which are rapidly diffusing. While Cairncross views most of the change from a media perspective, in many instances she sounds more like a marketing guru as she relates her views of change and evolution to current marketing and communication practices. Indeed, Cairncross presents one of the clearest, most logical and readable views of the new world of the 21st century that has been published. Avoiding all the hype and hoopla of internets and Webs and “one‐to‐one” marketing, the British author builds a rational and realistic view of the technological impact which all consumers, organizations, governments and yes, even cultures, are experiencing today and will find even more challenging in the future.

Cairncross’s view is based on the development and expansion of what she proposes are the three basic technologies at the heart of the communication revolution: the telephone, the television and networked computing. She argues that the convergence of these three technologies will change the world. Of that, there is little doubt. But, she then states: “How they will change it is a mystery”. And, therein lies the structure of the text.

Cairncross explores the development of the three technologies in some detail, exploring each with interesting views, and quotes from authorities, some based on reality and some self‐proclaimed. In each she builds a case on the strengths and weaknesses of the technology in question and the breakthroughs which have occurred. She also covers the mistakes and misunderstandings which managers and technicians have committed. All are written in a most relevant and readable style.

The most critical marketing insights in the text are in Chapter 5. There, Cairncross reviews the most immediate impact of the technological changes on communication and commerce. She argues that many, if not most, of our current market structures are the result of location and distance and that the three technological innovations, the telephone, television and networked computing, will not just radically change how we live, conduct commerce and even how businesses operate, they will revolutionize them.

In the second part of the text, Cairncross outlines some of the major policy issues in terms of controls and constraints on the new types of communication. Taking the familiar approach that governments have tried to control and monopolize the communication systems in the past, she raises some very interesting issues in terms of what controls and what limitations can or will be placed on communication in the future. While one can argue with her conclusions, the manner in which she presents and supports her premises will challenge even the most hard‐core marketing traditionalists.

Of greatest interest to marketers will be the final three chapters that reveal how Cairncross believes the world will change as a result of the communications revolution. She neatly packages them into three topics, i.e. “The economy”, “Society, culture and the individual” and “Government and the nation state”. Obviously, from the title of the last chapter, Cairncross has a radically different view of how people and societies will organize and govern themselves in the future.

The text is filled with cogent and relevant hypotheses which Cairncross takes great care to develop and document. For example, in one section she suggests “The death of distance loosens the grip of geography. Companies will have more freedom to locate a service where it can best be produced, rather than near its market.” The implications for where and how organizations organize and operate are enormous. And, by the same token, the impact on traditional location‐based retailing cannot be overstated.

Of particular interest to marketers are the author’s views on society, culture and the individual (Chapter 9). She persuasively argues that the demarcation between work and home will disappear. This change will create a new role for cities, for the home and most likely a reshaping of communities. If what she suggests occur, traditional marketing systems will have to be totally re‐vamped. Likewise, she suggests that a “global tongue” is rapidly developing (English) and that this will do much to build new cultures. This will also challenge existing cultures to resist the incursion of English and the American culture through renewed interest in maintaining and retaining their original culture. Thus, there will be two cultures in all situations, global and local. That will certainly make for an interesting marketing challenge.

For a shorthand view of Cairncross’s view of the future, she lists thirty developments which she calls “The trendspotter’s guide to new communication”. Among those listed are “The irrelevance of size”, “Increased value of the brand”, “Increased value of niches” and “Near‐frictionless markets”. Simply from these titles, one can see the marketing and commercial approach and implications that Cairncross presents.

In summary, this is the best rendition of all the new technology soothsayers and seers rolled up. Cairncross is an excellent observer as well as a writer and reporter. The text is well organized and eminently readable. The jargon is toned down and the hysterics of change and innovation are under control. Best of all, Cairncross, given her background and experience, writes with the view from the Boardroom, not the marketing trenches. And, that may well be the best recommendation of all. This is technology and change and new understanding from the management level, not just that of the marketer.

Get this book. Read this book. It will change the way you think about marketing and communication, particularly as we go forward in the technologically‐oriented 21st century.