I'm at my daughters swim meet today. It's not so bad getting up at 5:30am and sitting on indoor bleachers all day the first over 70 degree weekend of the spring...hmmm.
Well the good news is I get to catch up on my reading. I have a stack of papers and a couple of magazines saved up from the week, and churning through them generates some of my best ideas. (another reason to like air travel)
"But...that's Old Media isn't it Chris??"
Hey, I like old media. So do a lot of other people. Paper is still a great packaging device for a Compendium of information. I love TV too. I use a DVR so I never see any commercials unless it's the eTrade baby, but I still watch just as many hours as I always have. The problem with old media isn't the media after all, it's the business model.
The problem is with the entire concept of advertising. It's not working, it's becoming ineffective, and that goes for new media too. Advertising ineffectivness is media agnostic. Old or New there is less and less value in trying to interrupt people with "offers" or "brand impressions" because they are paying very little attention.
Golfing with my son yesterday we had a great time overusing "Skins Beatdown" and "Shakapotomus" but when I leave Merrill Lynch this month I'm heading to Charles Schwab not eTrade. (even though I find the Schwab commercials a little disturbing. Are those Avatars?)
Why am I picking Schwab? Because with search I have all the information in the universe at my fingertips. I'm going for security and convenience. Shawb has a downtown Indianapolis office near my office...and their financial security is superior to eTrade's.
This is why companies of all sizes need to take business blogging seriously. People are not ignorant to information any more. (I'm going to pick based on how entertaining you are??? Really?) Branding is seriously minimized when people can easily do their own research. My post a couple of days again talked about the growth of search volume. eMarketer forecasts that search Volume will grow by 21 Billion searches between now and 2010.
Search relevance drives your Customer Acquisition Strategy now, and blogging for search has become a requirement for businesses of all sizes to compete effectively. Relevance is about content. Telling your stories so that you can interact with every search query that may relate to your business. I don't know how unique I am compared to others.
What I do know is that if you want to compete for me or hundreds of millions of other prospects every day, you are not going to do it in a magazine or on TV or with a on-line banner ad for that matter.
I love old media, and frankly I don't have an answer for them....probably the kindle or iPod somehow. Meantime,"those of you who used to Advertise....start controlling your own destiny. Start an effective blogging initiative.
Hey thanks to "will video for food" for the great image. More evidence of the power in blogging for search....after all who should be telling the story of "old media"? This guy, or the actual old media companies who should be out there telling us their side of the story.
Well the good news is I get to catch up on my reading. I have a stack of papers and a couple of magazines saved up from the week, and churning through them generates some of my best ideas. (another reason to like air travel)
"But...that's Old Media isn't it Chris??"Hey, I like old media. So do a lot of other people. Paper is still a great packaging device for a Compendium of information. I love TV too. I use a DVR so I never see any commercials unless it's the eTrade baby, but I still watch just as many hours as I always have. The problem with old media isn't the media after all, it's the business model.
The problem is with the entire concept of advertising. It's not working, it's becoming ineffective, and that goes for new media too. Advertising ineffectivness is media agnostic. Old or New there is less and less value in trying to interrupt people with "offers" or "brand impressions" because they are paying very little attention.
Golfing with my son yesterday we had a great time overusing "Skins Beatdown" and "Shakapotomus" but when I leave Merrill Lynch this month I'm heading to Charles Schwab not eTrade. (even though I find the Schwab commercials a little disturbing. Are those Avatars?)
Why am I picking Schwab? Because with search I have all the information in the universe at my fingertips. I'm going for security and convenience. Shawb has a downtown Indianapolis office near my office...and their financial security is superior to eTrade's.
This is why companies of all sizes need to take business blogging seriously. People are not ignorant to information any more. (I'm going to pick based on how entertaining you are??? Really?) Branding is seriously minimized when people can easily do their own research. My post a couple of days again talked about the growth of search volume. eMarketer forecasts that search Volume will grow by 21 Billion searches between now and 2010.
Search relevance drives your Customer Acquisition Strategy now, and blogging for search has become a requirement for businesses of all sizes to compete effectively. Relevance is about content. Telling your stories so that you can interact with every search query that may relate to your business. I don't know how unique I am compared to others.
What I do know is that if you want to compete for me or hundreds of millions of other prospects every day, you are not going to do it in a magazine or on TV or with a on-line banner ad for that matter.
I love old media, and frankly I don't have an answer for them....probably the kindle or iPod somehow. Meantime,"those of you who used to Advertise....start controlling your own destiny. Start an effective blogging initiative.
Hey thanks to "will video for food" for the great image. More evidence of the power in blogging for search....after all who should be telling the story of "old media"? This guy, or the actual old media companies who should be out there telling us their side of the story.
Comments for Is it the media or the model?
Leave a comment