Old Media vs. New Media

11/30/2004

Yesterday I sat in on an undergrad advertising class at Emory University and watched a couple of student teams present their final marketing/advertising project. Quite impressive. After explaining an newspaper-based advertising strategy the presenter concluded with -  "If there's a mistake it won't matter because it's gone in a day." 

An online survey conducted by the Associated Press Managing Editor's National Credibility Round table Project (that's a mouthful!) reported that 20% of readers are getting their new from blogs. (Pew's study came in at 11% ). Interesting quote from the APM Gazette article about the study. "If someone posts something that is inaccurate or incorrect, hundreds of people will correct them - and the good ones acknowledge any mistakes made." Megan Casto, Olympia WA.

What does it mean to marketers? 
1. Take a closer look at blog ads. As blog readership increases, acceptance of blog ads as a viable advertising vehicle will also gain momentum. And no, Henry, Blogads, didn't pay me a penny!
2. Errors in this new media do matter. Unlike newspaper ads that are here today...gone tomorrow, the internet "caches" and holds information. In the blogosphere if an error is found it ain't no secret.

All that said, I still love reading the old fashion NYT's on Sunday mornings!

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Tracked on Dec 1, 2004 11:27:01 AM

Comments

This comes at a strategic time...when blogads are still somewhat of a mystery. I received notification yesterday from a company that supports women in low economic countries who is exploring the value of blogads and has put one up on Lip-sticking. I believe the niche audiences many blogs serve make particular ads more powerful. In short order, bloggers will soon be able to provide that all important ROI a recent copywriter insisted is the only measure of ad value. Cheers for posting this, Toby.

Posted by: Yvonne DiVita on Dec 1, 2004 7:29:38 AM

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