Michael J

The End of Brand Advertising

@ Knowledgeable 1
Aside from direct mail and coupons, what are some of the other "old media . . . real and established metrics New Media would kill for?"

Suppose you eliminate reach. The big brands can reach as much as the media. Consider that Wal-Mart's website was no 3, after Amazon and Ebay. Then consider that Wal-Mart is starting their advertising channel and has opted out of the deal with Prism. Or that Google's advertising budget is, as far as I know, non existant.

So..if reach is not the value, what are the unambiguous indicators of "brand" success?


On Dec 28 08:07 PM Knowledgeable1 wrote:

> Some of the most backward conclusions I have ever read. Same kind
> of 'inevitable' logic led to the tech bubble. The narrow focus of
> this post pre-supposes an 'Online only' consumptiive world. Even
> with the net erosion, Old media has real and established metrics
> New Media would kill for. The threat to stand alone New media companies
> is a hybrid Old-New model that shows that fallacy of New media only
> ad strategies.
>
> As Barry Diller has aptly stated, these kind of 'new media only'
> predictions are fad-ish and sophomoric.