Seth Godin wrote a remarkable blog post about the new media movement.
via Seth's Blog by Seth Godin
on 9/24/09
This might be the most subtle
yet important shift that marketers face as they deal with the reality of new
media. Marketers aren't renters, now they own.
For generations, marketers
were trained to buy (actually rent) eyeballs.
A media company assembled a
large amount of attention. A TV network or a magazine or even a billboard
company found a place you can put an ad, and they sold you a shot at reaching
their audience.
You, the marketer, don't care
about the long-term value of this audience. It's like a rental car. You want it
to be clean and shiny when you get it, you want to avoid getting in trouble
when you return it, but hey, it's a rental.
And so when we buy ads, we
ask, "how big an audience" and then we design an ad with our brand in
mind, not with the well-being of the media company or its audience in mind. And
if we get a .1% or even a 1% response rate, we celebrate...
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Posted on October 28, 2009 16:45:14 by  Mark Eibner
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