Dude, Where’s my Audience?
July 26, 2007 – 5:19 pmDude, Where’s my Audience? Interesting article.
This article talks about Generation X and how they consume new media and the problems with its measurement. The article goes onto say:
“Roy Morgan research director William Burlace admits that without massive audiences, there is little commercial incentive to monitor the new-tech waves of consumption. “We are in the early days of measuring downloading and podcasts and accessing TV on the mobile,” he says. “Even though they are emerging technologies, they still don’t deliver a mass audience for advertisers in the way traditional media do.”
These mediums will always be niche so if advertisers are waiting for a mass audience before investing in methods to monitor its consumption its not going to happen. Its a bit of a chicken and egg scenario.
The article ends with the following warning:
“Researcher Mr Appel believes if old-school media continue to ignore Gen Y’s hi-tech habits, they risk becoming irrelevant. Those who don’t future-proof could well become white noise for a generation now moving to the beat of its own drum.”
