Marketing Blurb lives online. We consume and we produce online media. But like readers of this blog, we are somewhat atypical of normal folks. In fact, according to a new survey from Jupiter Research, most adults with steady incomes get their news and entertainment from television and print. Only 7% of Americans author blogs and only about 22% of Americans read blogs. In a separate study by WorkPlace Print Media,
88% of Americans admitted they have no idea what the heck RSS does. Oh, and only 1% of the nation’s 210 million cell phone owners use any mobile entertainment feature. Even among 12 to 17 year olds, 66% say they never watch video online, and 41% never listen to our download free music online. In other words, the power of new media is somewhat overblown.
Marketing Blurb is not surprised, because new media often requires active rather than passive participation, and folks young and old are just too lazy to participate. So despite the hype, your brand will not wither and die without mobile marketing and podcasts. Film at 11—wait,
what the hell is film? We learned about this from
Advertising Age.
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