Big Media Is Coming, Hide Your Blogs?
Advertising models are constantly evolving. As Seth Godin might say, Big Media's dependency on interruption very well may be their undoing. It seems that more and more are starting to get that message and taking matters to heart.
News.com reports on the slow, yet steady, migration of Big Media Ad-Buys away from broadblast television to more targeted, measured, and personalized mediums (the Big I in Internet leading the pack).
As is noted:
Driving the trend is a larger transition by traditional media to deliver content through Internet Protocol networks, the byways of the Web. An array of home and mobile devices--and even billboards--will be connected to IP networks, bringing access to any content, anywhere, on demand.
These are the digital thoroughfares that afford new capabilities to track how, when and to whom marketers deliver their ads. As a result, traditional advertising firms will increasingly need to hire digital-technology companies that can pinpoint their target audience and monitor the effects of their messages.
The truth of the matter is that this is a tremendously unique opportunity for the wise content creator. As we've seen, the blogosphere is starting to quickly outgrow its diapers and experiencing the first real growing pains. As this happens, a critical change must sweep through those individuals engaging the Business of Blogging. This change will require something that is often overlooked: understanding your audience.
As big media comes into the edges of the field, we are going to see a serious demand for demographics and supporting data to garner the most attention. My prediction, though not particularly insightful at this moment, is that those armed with the most digestable statistics will quickly become the media (buying) darlings of the blogosphere.
The future has nothing to do with eyeballs and everything to do with context.