But the current ad supported media are not cutting if for the people who pay the bills: businesses.
Business needs the ROI improvements that come with the net.
Old media = expensive, disconnected advertising competing for scarce resources (page count or minutes) with everybody else.
New media = IMC (Integrated Marketing Communications,) advertising in any media, data collection, instant sale capacity, CRM, post-sale follow up, all while to deliver a message however long the customer needs it to be without any noise and clutter on web sites that the client controls.
New media > Old media. That’s pretty clear.
The current economic climate is merely accelerating new media adoption.
The problem is that at some point in the near future the old media won’t be able to attract investors (from a pool of money that’s chasing new media companies with their better ROI) and it will collapse like a house of cards on a wind blown table.
Its happened before to buggy whip makers, home crafts and naphtha lamp sellers. They’re not quite gone but they’re no longer economic drivers.
New media doesn’t have to be perfect.
It just has to be better at connecting buyers and sellers and facilitating IMC.
And, being delivered through the intrnet and the web, it is…]]>
You may also wish to note that McSweeney’s website is, in fact, an offshoot of the several extremely well known print journals they’ve been publishing for about the last 11 years.]]>