Hyde, Tom; Jeffries, Alex
July 2006
Campaign (UK);6/30/2006 Supplement, p23
Trade Publication
The article emphasizes that mass media should develop a strategy to adapt to the media content created by consumers in order to survive in the information age. Internet users will not only be controllers of content but also creators. Media has to play the role of aggregators of audiences in this age. Marketing personnel have to engage with Internet users who create contents.


Related Articles

  • In battle between social and mainstream, hybrid media will be the winner. RUBEL, STEVE // Advertising Age;10/10/2011, Vol. 82 Issue 36, p22 

    The author offers opinions on social media and mass media. So-called hybrid media, which are online journalism Web sites that have less interaction with Internet users than social media, are seen as having more potential for advertisers than social media. This is said to be due to the fact that...

  • Cookie crumbs.  // Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p4 

    This article discusses the results of a study conducted by comScore Inc. that examined the accuracy of cookie-based counting for tracking the Internet habits of computer users. The study found that this method of consumer tracking is fairly inaccurate due to the fact that 31% of U.S. Internet...

  • Speculating on Content. Palmer, Benjamin // MediaWeek;2/23/2009, Vol. 19 Issue 8, Special Section p3 

    The author offers opinions on Internet advertising and marketing. Advertising agencies and corporate marketers are said to be operating from a misunderstanding of the nature of the Internet. Internet users are seen as less passive than television viewers or other mass media consumers, and hence...

  • Social Media Perceptions and Usage by Generation Y and Relevant Marketing Implications. Dickey, Irene J.; Lewis, William F. // Society for Marketing Advances Proceedings;2010, p191 

    One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a Web site. It is clear that social media such as Facebook and LinkedIn are becoming increasingly...

  • Online Ads Will Win the Race.  // Adweek;3/30/2009, Vol. 50 Issue 13, special section p1 

    The authors offer opinions on Internet advertising. They rebut a claim by Wharton School professor Eric Clemons that Internet advertising is ineffective due to intense consumer resistance to unwanted commercial messages while using the Internet. The authors note that consumers resent advertising...

  • `Filter' technology may cut websites' lifeblood. Douglas, Torin // Marketing Week;8/10/2000, Vol. 23 Issue 28, p19 

    Focuses on Internet advertisement filters. Removal of Internet advertisements with the use of Adfilter; Promotion strategies of Adfilter; Role of the remote control and video cassette recorders in decreasing television advertisement audiences.

  • Bringing Advertisers Back. Jorietz, Erika // Technology Review;Jan/Feb2010, Vol. 113 Issue 1, p61 

    The article explores the impact of online display advertising in the U.S. It cites that website audience is essential since advertisers will pay high whenever ten people view an advertisement rather than one user viewing it ten times. It mentions that analysis of computer cookies and audience...

  • Fighting Surf Wars. Goldsborough, Reid // Black Issues in Higher Education;2/27/2003, Vol. 20 Issue 1, p42 

    Comments on the technologies being used by Web advertisers to entice Web consumers to buy their products. List of the intrusive and interruptive technologies used by Web advertisers; Efforts of Web surfers to block Web advertisements; Ways by which advertisers can entice Web surfers.

  • Rich media may be too rich for your blood. BRIONES, MARICRIS G. // Marketing News;03/29/99, Vol. 33 Issue 7, p4 

    The article presents information on the effectiveness of rich media components in the United States. Rich media ads use sophisticated technology that let Web users do everything from order merchandise to play video games--without leaving the site hosting the ad. Rich media proponents cite...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics