— blending the mix

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?!

  1. Ann Handley says: June 5, 20067:44 pm

    True enough, Paul. You might be right in supposing that strategy.

    The truth is that in many traditional industries, the idea of a *web* site is about as 2.0 as it gets.

  2. paul.fabretti says: June 6, 20064:45 am

    Ain’t that the truth Ann!

    But, should we, as Web 2.0 aware professionals not take some responsibility for the lack of understanding in the mainstream?

    Wiki, blogs and CGC are all phrases which appear very geeky and alienate many. It is almost as if these phrases give many in the industry a feeling of comfort to be using terminology that confuses others – that way it keeps its edge of dependency!

  3. […] Havign posted recently about the possiblity of there being a long tail of traditional media, I see in Media Post that for those “left behind” by the ever-increasing pace with which web 2.0 develops, clever integration of new and old media may be the answer to steadily bring people up to speed rather than just one or the other. As Ann Handley quite rightly says in a comment on my other post “many traditional industries, the idea of a *web* site is about as 2.0 as it gets”, so it is the challenge to find ways of bringing these mediums together that will bring people up to speed. What is interesting about the Mediapost article though is that its analysis is not rocket science. The “traditional generation” get their core news from their newspapers and television, but: “a TV viewer who watches a news report of a tornado will visit a Web site to see video footage of tornadoes when the TV broadcast referenced the Web site”. […]

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