Jay Deragon takes a glance at the problem mass media faces in delivering the kind of ad response that matches ad buyers’ growing expectations.

Mass Media is on a downward spiral this year (and last) losing revenues in excessof 30%. They blame it on the economy, but can this fighter come off the mat when the dust settles? Many say doubtful, given the challenger ‘Social Media’ is towering over it, bolstered on by fans of all ages. Seems like Mass Media is only being cheered on by the older audience and those fearful of seeing a new champion.

Social Media has some ‘big guns‘ that the former Champ just can’t deliver. Let’s start with the delivery cost of ad ‘impressions’(tHe ‘punch’). Mass media is shedding pounds to survive, but is it enough? To simply say Social Media is comparitively ‘efficient’ is like sayng the Atlantic Ocean is ‘damp’. What about one-to-one punching? THe former champ can only take wide swipes seemingly across the entire arena, and failing to connect with almost anyone effectively. But the challenger delivers its laserbeam punches one-to-one…right at the bullseye. What about the post punch response? Mass media hardly knows what hit them or where the punch came from…the challenger knows exactly where the punch came from and can respond almost immediately!

This entry was posted on Monday, July 6th, 2009 at 9:33 am and is filed under Ideas, Web. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.