Can the Meters Save Radio and TV?
The Internet rocked the media world with one simple advertiser advantage. Accountability. Advertisers on the Internet can see who watches what, and when they watch it. But the playing field may become level. For the first time the People Meter gives the traditional media an opportunity to look inside the behavioral mind of their consumers. More on that later. First take a look at the history of ad revenues by media format over the past ten years.
There is a reason why ad revenues have skyrocketed for the Internet. Website use is traceable, and click thru’s can be measured accurately. Contrast that with a buy on TV or radio. The buy is placed but you are taking your best guess in terms of whether or not the spot was even seen or heard. As John Wanamaker once said, “I know that half of my advertising works. I’m just not sure which half.”
New Media Technologies: How to Pick a Winner from a Loser
Want to know whether your latest tech investment or innovative new media product will be a hit or a flop? You only need to go to the source…. Everett Rodgers.
Long before Macolm Gladwell published his way to the top with The Tipping Point, there was a brilliant professor out at Iowa State University by the name of Everett Rogers. In the late 50’s and early 60’s, Rogers was looking into why farmers accepted certain agricultural innovations, and rejected others. Why did some innovations, that had obvious advantages, never achieve adoption, while others did so quite quickly?
Well it’s all there in The Diffusion of Innovations. So what does agriculture have to do with media technologies? Rogers found that all innovations have certain characteristics that can predict whether or not the technology will be accepted or rejected.
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