— blending the mix

Traditional media long tail – integration is the answer

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 [tag]web 2.0[/tag] 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 [tag]Mediapost[/tag] 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”.

If then, as this quote suggests, gathering news is often now a 2-phase action (with TV and Print being the first point of contact), then there is a massive opportunity for the traditional broadcaster to integrate old and new media with no fear of alientation or cannibalisation.
Rather than fear losing ground to modern [tag]media[/tag], traditional media should act as the vehicle to drive viewers online by promising enticing content, offering additional information and exclusive online content which will consolidate that channel’s or paper’s reputation as a quality source of news.

In this case, both media work in harmony, presenting (if nothing else), the opportunity for advertisers to tie-in both media as a 2-phase campaign.

Something to think about…

2 comments
  1. Mack Collier says: June 6, 20062:11 pm

    In many cases, the entire cultures at these corporations will have to change before you see them adopting ‘non-traditional’ media into their marketing mix. That will only happen as the dinosaurs leave the penthouse, and are replaced by younger leaders that grew up using the internet, and aren’t afraid of it.

  2. paul.fabretti says: June 6, 20063:19 pm

    Couldn’t agree more Mack! No matter how much senior marketers allow others in their organisation to adopt the latest methods, they have, in my experience, never trusted something they never instinctively understood and as a result never got 100% behind new media.

    It makes you realise just how tough a task Tara Hunt (aka Miss Rogue) had in trying to get Riya to take her “unconventional” methods on board! God help the rest of us!

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