Category Archives: Media & Culture

Mass media advertising moving toward “mass personalization”

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One of our news directors forwarded a very interesting article by Graeme Newell, a “web marketing and revenue specialist” for 602 Communications. The article (“Hiding – The Latest Challenge in News Marketing”) touches on how social networks (My Space,Facebook, etc) will change (are changing?) how mass media advertising works (or does not work).

Mr. Newell explains how difficult it will be for companies to advertise and market to those who choose to communicate with only those on their “friends” list. That’s a gross oversimplification of one of the articles key points. Here’ are a few of my take-aways:

“Spam” will grow to include any message that does not come from a trusted source.
As consumers get more and more overwhelmed by the amount of communication in their lives, smart technology will help them prioritize and eliminate all the time wasters in their daily routine. These systems will filter TV ads, email, text messages, web interaction, phone messages and all other forms of personal communication. The trend will be that if I don’t know you, then I don’t want to talk to you.

Technology will seek to eliminate “interruption” advertising
There is an adage on the internet that if you obstruct the flow of information in any way, the community will not fight you, but simply go around you. You will quickly find yourself irrelevant. As technology gets better and better, tools will continue to arise that simply eliminate unwanted interruptions like mass advertising and promotion. Holding people hostage and forcing them to watch a non-targeted ad is not going to be tolerated in the future. The audience will demand that the ads they let in be customized to their individual tastes and desires.

Mass media advertising will move towards a system of “mass personalization.”
People want products in their lives that share their priorities, interests and values. As mass markets continue to splinter into ever more fragmented and specialized groups, consumers will expect advertisers to follow their lead. Technology will allow truly personalized ad communication with millions of people – all of it customized to the emotional and intellectual needs of the buyer.

Now that everyone (online) can –theoretically– reach everyone else, we realize we really only care about hearing from our friends (or select acquaintances). Social networks –augmented by technologies like text messaging– make it possible to do so.

If I ignore most of my email and rarely turn on a radio or TV (without the Tivo filter)… how will advertisers and marketers reach me?

I’m sorry I can’t link tot he full article. I can’t find it online but will keep searching.

So they’re not just slackers?

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You know, the 20-somethings that drop out of school, move back in with their folks and refuse to let good work habits get in the way of their lives?

“There used to be four common life phases: childhood, adolescence, adulthood and old age. Now, there are at least six: childhood, adolescence, odyssey, adulthood, active retirement and old age. Of the new ones, the least understood is odyssey, the decade of wandering that frequently occurs between adolescence and adulthood.

During this decade, 20-somethings go to school and take breaks from school. They live with friends and they live at home. They fall in and out of love. They try one career and then try another.”

Why is this, you wonder? NYT columnist David Brooks takes pretty good run at explaining what makes them tick (so slowly). You might have to create a free account to login and read the full piece but it’s an interesting read. [via Grow Learfield]

Rediscovering high school football

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Cover story on Broadcasting & Cable looks at how some local TV stations are “rediscovering” high school football:

“Vital to high school football’s rise in popularity is the fact that technology has finally reached a point where the typical teen, raised on YouTube, can easily upload video and share highlights from that night’s game. Station managers say the interactive nature of new media — whether it’s user-generated video, scores or trash-talking — is a critical component of their school content.

Hearst-Argyle Television has taken the interactive concept a step further, training students in seven markets to be “sideline reporters” for its social-networking platform High School Playbook. A total of 60 students shoot high-def cameras, edit and post their work on the Web site.”

The good news –and the bad news– is this is no longer the turf of any medium. I know TV, cable and newspapers are jumping in. I hope there are radio stations doing them same. How hard would it be?

Let’s say there are 10 HS football teams within the range of my station’s signal. I recruit and train 10 reporters (and 10 back-up’s) on how to shoot/edit game highlights. They upload same to the station YouTube channel (sponsored, of course) and we promote like mad. Incentive? Maybe some pocket money. Best video of the season wins a video iPod (others get iPod Shuffles and iTunes gift cards).

My first three-way

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Ichat_conf2Been doing more and more iChatting since getting the MacBook. Starting to take it for granted. Today we did our first three-way chat, just to see a) if we could and b) how it works. [a: yes, b: easy]

David works from his home in Springfield, MO. Roger’s office is on the other side of our building. I selected both of them in my “buddies list” and hit the video button. As they accepted the invite, they showed up in facing windows on my desktop. And that’s it. We chatted for a few minutes, marveling at how falling-off-a-log simple it was.

I mean, this is how shit is supposed to work, folks. I remember oohing about this to one of our IT folks last year, who responded: “You can video conference on the PC, too. You just have to get the ports configured correctly.”

Order of the Fez #9: Phil Powell

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Phil100_2We’ve had something of a member explosion this week over at the Order of the Fez. Hmm, let’s make that “membership” explosion. Phil Powell is Fez #9 (Last of the Single Digits) and hails from the UK. Like Howlin’ Hobbit (Fez #8), Phil is a ukuleleist, and shares my appreciation for the Laurel and Hardy. Welcome, Phil.