New Media Again
I think MAGE left an interesting thought on my last post about new media – “now. As slow as media companies have been to use the new media, business have been slower to understand it,” – that got me thinking about media companies in general.
I agree that media companies are slow about using new media. We had Tata Sato of Mindshare visit our class this semester and the question of new media came up. And if I remember correctly, her response to it was that they don’t do anything that hasn’t been proven to work. One reason why media companies are making a killing is because they have the greatest handle on metrics and ROI – something clients love hearing about. I think the problem with new media is that there are no established case studies that the media company can use to make the suggestion to their clients.
Some of the shops that can get away with making new media recommendations are more creative or innovation types of companies. Or simply companies that create things, not messaging – Anomaly, Zeus Jones, Poke, etc. Those things that they create go on to become a media channel of sorts. And I say “media channels of sorts” because I know some agencies prefer to create tools or useful experiences where no content is being delivered.