Quiver & Quill

Ad Age

22 08 2006

I appreciated the Ad Age article, “Marketing Reality Check,” yet have a different perspective on the subject matter. I don’t think it matters that the mainstream population understand the technology that makes their lives easier: they don’t need to know how streaming works, the way an XML feed delivers content or the web 2.0 revolution to appreciate a faster internet, or a more convenient and personal media experience.

I think statistics about consumer awareness are somewhat pointless with new media. However, research that reveals the way in which attitudes and behaviors have changed as a result of new media is far more interesting.

I take issue with one key point in this article: “While marketing prognosticators and technophiles rush into the future, raving about the next big content delivery system or ad model, the fact is most Americans — notably adults with steady incomes — still get their content the old-fashioned way.” Let’s look at the old fashion newspaper. Newspapers are branching out to grow their web business to include new channels like video, streaming and podcasting. Content is changing too. These ‘old-fashion,’ resources are forming partnerships with bloggers and citizen journalists to evolve their content. Dan Gilmore’s project documents this at http://citmedia.org.

There are many other ways people are influenced without their direct understanding:

· John Doe may claim to have never read a blog but it’s more than likely he is reading a reporter whose story idea emerged from one.

· Search engines haven’t just changed how people find information; they also have impacted how people structure their thoughts.

· The decentralized internet, emphasizing an individual’s point of presence online, has created second lives and online identities.

· The abundance of perspectives—citizen journalist, seasoned reporter or Myspace user—provides waves of insights.

New media has changed the way people receive their information and contribute their world. Even if the impacts aren’t observed at the level of the individual, they are influenced media outlets, who in turn influence the people like ‘Jean Bretzlauf’ referenced in this article.