Saturday
Aug042007
Media is Losing its Mass
Like it or Not, We're Entering an Age of Non-traditional Media
by Roy H. Williams
As I warned you, media is losing its mass. Each moment we're online is a moment we're not reading the newspaper or watching TV. Each minute we spend listening to a CD or an iPod is a minute we're not listening to the radio. None of these technologies will deal a deathblow to traditional mass media, but only a fool would contend they're not collectively shrinking it.
Please hear me right: Mass media isn't going to go away or "quit working." It's merely going to become less effective than it has been in the past. This is why the worldwide Wizard of Ads partners are aggressively investigating NTM, or "non-traditional media."
You and I are surrounded by glittering new technologies. Our attitudes about advertising are evolving as well. In short, we're no longer entirely a "me" generation. Our kids are teaching us to become an interconnected "we," saying, "Your advertising may fool one of us, but that one will tell the rest of us."
The most powerful of today's non-traditional media are also the most overlooked:
1: Word of Mouth. It can be bought. But do you know how?
2: Your Sales Staff. Are they winning converts, or merely making sales?
3: Your Website. Would you like to see it finally start working
As I warned you, media is losing its mass. Each moment we're online is a moment we're not reading the newspaper or watching TV. Each minute we spend listening to a CD or an iPod is a minute we're not listening to the radio. None of these technologies will deal a deathblow to traditional mass media, but only a fool would contend they're not collectively shrinking it.Please hear me right: Mass media isn't going to go away or "quit working." It's merely going to become less effective than it has been in the past. This is why the worldwide Wizard of Ads partners are aggressively investigating NTM, or "non-traditional media."
You and I are surrounded by glittering new technologies. Our attitudes about advertising are evolving as well. In short, we're no longer entirely a "me" generation. Our kids are teaching us to become an interconnected "we," saying, "Your advertising may fool one of us, but that one will tell the rest of us."
The most powerful of today's non-traditional media are also the most overlooked:
1: Word of Mouth. It can be bought. But do you know how?
2: Your Sales Staff. Are they winning converts, or merely making sales?
3: Your Website. Would you like to see it finally start working
Advertising
Reader Comments