Does traditional meda now have a long tail opportunity?
Joseph Jaffe runs a very intersting post on how online media could now be considered as traditional media. Teenagers have grown up using it and it is now inarguably a well-established part of the media mix.
What makes me wonder though is if conventional traditional media now has a beneficial long tail opportunity?
As many agencies scramble to get their clients to adopt the latest trendy, fashionable online techniques and media (youtube, myspace, wiki, blog etc.) there is a wonderful opportunity for many to pick up those clients who for one reason or another do not or cannot adopt new media techniques (or just don’t want to).
If we look at the long tail concept, the head is brimming with competition as companies hope to ride the crest of the new media wave, yet many will be left behind.
Howerve, in many cases I am not sure if this could be an intentional strategy for some agencies. They just don’t have the understanding of new media techniques and will stick with what they know.
In order to maintain their “we know best” mentality, those agencies who stick with traditional media may end up making a killing in the new media age!
Take the agency I am sounding out about my plans for our website and bathroom showroom advertising (no, please take them!).
I was talking about a home improvement wiki, a plumber’s blog, a business blog, and youtube videos for bathroom fittings…and got totally blank faces!
BUT, watch how they prick up when I start talking about traditional print media, (inserts, DM, door-drops) and conventional PR…maybe they are planning their attack on the long tail…or maybe I have picked a dud?!