One could see it as archaic. Maybe we no longer need trendspotters, when everything is changing all the time, and when everything else -- branding, marketing, behavior and lifestyle -- can adapt in real time. Trendspotting can be frustrating.
Two important but too-unsung women in media met at an idea this week: that media and advertising are becoming voluntary. Just as it becomes difficult to force people to pay for content, which is no longer scarce, it also becomes impossible to force them to see advertising.