I got my first job in the business in 1979.

Some kid out there just went, “Nineteen Seventy Nine?? Dude, did they even have ads back then?”

Why, yes we did, thank you very much. In fact, my first agency job was at Bonetool, Thog & Tarpit and I worked on prestigious new products like Fire® and Pointy-Edged Rock Cutting Tool Thing.®

Hey WhippleActually, the kid does have a fair question. I mean, what can some sixty-year-old know about digital advertising? Or animated GIFs, clickstreams, and superstitials?

As it turns out, a lot, actually. Because to survive 33 years in the ad business I had to stay up to the minute. I had to stay up on all the emerging media and technology. And so will you.

You’ll have to know about optimizing search engine results. You’ll have to know what cool technology was just unveiled at SXSW Interactive. You’ll have to know about APIs and RFIDs. And you’ll have to keeping learning new skills all the time.

Fortunately, you don’t have to be an expert at everything. As a copywriter, I don’t really have to know how to prototype an app. But if I want to be a valued and contributing member on any project, I basically have to be the second-smartest person in the room on that subject. I have to be the second-smartest on pretty much everything except copywriting, where I hope I’d be, well, first-smartest.

Digitally, I’ve managed to hold my own through four editions of the book. Just the same, I figured it was time to bring in someone smarter than me on the subject.

Which brings me to Whipple’s new contributing author – Edward Boches. During his 31 years at agencies like Mullen and Hill Holiday, Edward went from being an early adopter and advocate of digital, to a thought leader and recognized expert.

Edward wrote Chapters 10 through 15 and brought the book up a couple of levels. I’m thrilled to call him a partner. The book comes out January 16th, 2016, but I do want to bring up a technical note before you buy it.

IMPORTANT NOTE.

Hey Whipple will be available in a medium known as a “book.” Books are an excellent medium for long-copy content, but please note that if you touch a picture in the book, it will not “play.” While nothing will happen, this does not mean the book is broken. Nor does it need to be recharged. Note also, the pages do not “swipe.” You must grip the corner at the top of the right “page” and then sort of roll it back and to the left.

It’s available for pre-order now. Have a Merry Christmas.