New Media

There is a solid line drawn between old and new media:

• Old Media - One way forced broadcast
• New Media - Two way conversation

Old media satisfies old advertisers who are still comfortable with the interruption nature. New media participants want to have their say. New media marketing is about conversation marketing.

If we judge the transfer of media format on one of the oldest media, the newspaper, we now know that 50 million USA consumers read news online.

No wonder, that 50% advertisers are moving to use online ads. 70% of these use new media services; commonly known as 'rich media'.

There are many forms of new media. For more on Rich Media Mix

Types of New Media

• Blogging with Audio and Video
• Web Radio used in conjunction with on-demand podcasts

New Media & The Advertising Industry

The old advertising industry adage - "Half my ads are not working and I don’t know which half" does not apply online. With split testing and ad analytics, adverstisers and agencies no longer have that uncertainty.

People do business with those they like and trust. Blogs are being used effectively to build a relationship with audiences.

So too is online radio. A great example is greatradio.com

Great radio.com is all about wine. It is probably still todays most successful podcast, with major corporate sponsorship. Read more on the Future Of Ad Media Models

New Media And The Media Industry

The Media Industry is undergoing rapid change as the power base has moved largely from owners of large powerful media conglomerates to the individual consumer. With the inclusion of video capability as an almost standard feature of mobile phones, the consumer is capturing and reporting events as they happen and challenging the ethical reporting frameworks of the established media.

Social networking sites are having huge impacts on the advertising industry, and the media savvy consumer is not impressed with any subversive response measures by any advertising agencies attempting to channel consumer opinion.

We look at how consumer media is changing the face of: news reporting, advertising and politics. Read more on the Digital Media Market Structure

Back To Top