Old Media Establishments

It was interesting last night to review shifts in user interest during an actual online campaign. While site visits to the biography section of the candidate declined, interest in specific issues and supporters increased. The statistics were fascinating however until the media industry can measure the effectiveness of new media outlets such as the Internet and hand-held devices, most well-established agencies will continue to recommend traditional media forms (TV, radio, etc.) to their clients.

I've often worked with major advertising agencies to develop and execute advertising and promotion campaigns. I've noticed that most of the larger agencies continue to recommend mainstream media forms as a primary tactic. Unless you work with smaller, more creative agencies, most don't recommend the Internet or use it as a tertiary media form for advertising only. Unfortunately, with the media industry as competitive as it is, the agencies need measurable results to report back to their clients. If you can't justify the usefulness of a tool, many won't use it and we will continue to see traditional media forms as a primary means of marketing.