When you’re thinking about where your marketing dollars should go, consider that most people are getting their information online instead of reading the newspaper or even magazines. Why? Well, it’s a lot like when cable TV first came out. CNN was the first 24-hour news program. Major events happen 24/7 and CNN was the first to report the news when it happened. The public loved it. The Internet has assumed that role now. In fact, most newspapers and magazines are posting articles in blogs online to reach that market. Content is still king however. And the best writers and editors remain in the print world.
Print isn’t the only victim. TV is being abandoned as well. ‘Online is the New Prime Time’ by Marv Pollack describes the seismic shift away from TV to the Internet. He states: “One striking finding presented in our session was that during most waking hours, more people (age 15+) are using the Internet than are watching television. It is only for the last two hours of primetime and into late night, when most people seem to wind down their Internet usage, that TV consistently surpasses Internet usage.” Truth be told, I still love to read newspapers and magazines. But when I develop marketing plans, I keep in mind exactly who the target audience is and I usually recommend a substantial amount of the budget to be allocated to online marketing.