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A recent panel discussion titled “Streaming in the Web 2.0 Age” focused on using new technologies to reach audiences. As part of the panel, Trylon SMR president Lloyd Trufelman discussed how ongoing media disintermediation creates audience fragmentation – resulting in more segmented audiences with fewer members in each. At the same time, new streaming technologies provide greater opportunities to reach each audience segment. Trufelman derided the “build it and they will come” mindset. Rather, a webcast or podcast is only effective if it reaches the right audience.
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Hats off to Jonah Bloom, editor of Advertising Age, for his perceptive recent column bemoaning "The Cultural Gulf That Separates Marketing & PR." Bloom cites several reasons why corporate PR and marketing departments should be speaking the same language:
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Mention a possible career in public relations to teenagers – or even to 20-somethings and older folks–and visions of celebrities are likely to pop into their heads. In the public’s mind, it seems, the celebrity publicist has become the de facto face of our industry. So we were naturally drawn to a new book by NPR entertainment reporter Jake Halpern - Fame Junkies: The Hidden Truths Behind America's Favorite Addiction.
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Faced with economic challenges, mainstream news media are increasingly turning to niche areas of coverage in order to build audience, according to “The State of the American News Media, 2007,” a report from the Project for Excellence in Journalism, which is a project of the Pew Research Center (PEJ). “In a sense, every outlet is becoming more of a niche player with reduced ambitions,” said PEJ Director Tom Rosenstiel. Niches are defined as “franchise” coverage areas, specialties and even crusades.
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Media placements are equal to advertising in communications
effectiveness, according to a
recent study from the
Institute
for Public Relations.
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