What's to Come

Small Audiences

The era of mass media is giving way to one of personal and participatory media, says Andreas Kluth. That will profoundly change both the media industry and society as a whole. This is from an interesting article I read called Among the Audience from Economist.com

The revolution becomes less about mass media and more about participative media. Case in point is what I do on this blog. I contribute thoughts and ideas that are within my areas of expertise for those who are curious and have an intellectual or professional interest in advertising, targeting and the future of media. I am not a member of the mass media, just a guy sitting in his office, coffee shop, airport or kitchen table pounding out thoughts relevant to my business and profession.

Given this movement from mass media to small audiences, what is the impact and direction of advertising? It's still clear to me that the bread and butter in advertising is the mass media, yet there are so many opportunities now with the movement in participative media and addressable advertising that the ad game will become one of direct contact, accountability, and sales rather than just reach. Advertisers need to embrace this new era of smaller and more specific audiences.

-Andy

posted by Andy Huckaba @ 10:49 AM