Last week I kind of tore into an AdAge story that made old-media thinking marketers feel warm and comfortable by basically saying it was too early to invest any serious time investigating new media strategies and spending. Now the reading public has spoken and have said emphatically that media planners and buyers need to look at blogs, podcasts and RSS now. While there are still some who disagree, the vast majority think now is the time to be investing in those new media, even if adoption and use of those technologies hasn't yet reached critical mass. The focus, as always, needs to be on striking the right balance. That comes with hard work and investigation as to how each specific segment of the audience is using media and can't rely on over-generalized surveys.The public speaks regarding new media spending
Last week I kind of tore into an AdAge story that made old-media thinking marketers feel warm and comfortable by basically saying it was too early to invest any serious time investigating new media strategies and spending. Now the reading public has spoken and have said emphatically that media planners and buyers need to look at blogs, podcasts and RSS now. While there are still some who disagree, the vast majority think now is the time to be investing in those new media, even if adoption and use of those technologies hasn't yet reached critical mass. The focus, as always, needs to be on striking the right balance. That comes with hard work and investigation as to how each specific segment of the audience is using media and can't rely on over-generalized surveys.
