ChasNote

03 March 2006

Jarvis: Small Is the New Big

Jeff Jarvis at BuzzMachine rants beautifully about the disconnect between big advertisers & the consumers they want to reach:
"The public is valuing new media much more than the old, but the advertisers still value the old. Most every newspaper and in many cases TV networks and magazines have much larger audiences online, but the revenue for their old media properties remains much higher because the advertisers and agencies still value the old and the safe. They want metrics. They want control. They want guarantees. This, in turn, makes big publishers and producers play it safe because they don’t want to mess with the cash cow. And that means that advertisers miss the opportunity to reach a larger, younger, smarter audience in the new medium, which is — supposedly — what they’re dying to do. And that means that big media companies now face competition from a thousand Rocketbooms and a million Gawkers. That allows a TRM [the winning bidder on Rocketboom's first ad auction] to come along and snatch away an opportunity from the big, lumbering giants. That is why small is the new big. Small be nimble, small be quick, small jumped over the conglomerates."

What he said!

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