New Media: long life and multiple platforms
I have nothing against traditional media sources. In fact, I work with them everyday. And, of course, I acknowledge the ability of a big media hit to leverage the opinions of management, distributors and consumers. But I must say that from what I have recently seen, the level of penetration and staying power of many forms of new media is a very impressive alternative.
Think of it this way, if you produce a traditional ad and place it. It would get seen by a percentage of the current circulation population. While its influence may still have a little life after publication, the piece itself would likely be gone forever. And its message would have to reinforced again and again to gain continued effect.
On the other hand, if you invested (money and honest time) in a podcast, blog or podcast sponsorship you may be investing in a long lifeline and multi-channel pickup. Let’s try the example of a podcast. You build a reputable podcast and people who listen to it, like it. Then they want to post it on their blog, their facebook, their linkedIn or on their own Web site, to show that they too are knowledge. Or maybe to share it with friends. Maybe you see that others want to use your information so you create a RSS feed of the podcast so that people can more easily receive updates from you and add your podcast to their sites.
Now if the feed gets enough coverage, maybe you can join a RSS feed aggregator and get information hosting from them. Maybe a pay service podcast aggregate hosting site likes your stuff and wants to feature you in their pay site. Or other people take the code snippet of your podcast and embed it in their sites. So, now you are at maybe five to seven different levels of penetration. With the information linking back to you every time. Remember that the Web is all based on interconnectivity. Not to mention that in the eyes of the media (online and maybe traditional), you are now an expert on your particular subject. If people think that you are an expert, then surprise, you are!
So now you have multiple levels of penetration and many of them do not have a defined lifespan. It is possible that your information could live forever on your site and many others. This long life and multi-level penetration is no dream. It is happening today. And the people who are pulling it off are making money and pushing into traditional media sources.
Just a thought.
Everybody’s a Genius
P.S. And we can all create, publish and review. Age of the printing press eat your heart out. Welcome to the age of the user.
