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5 things “New Media” can learn from “Old Media”

2009 August 13


TV is dead.  Print is dead.  Radio is dead.  Outdoor is dead.

However, somehow the majority of ad budgets go to those four media.  Moreover, they’ve been around for 70 years or more and client’s processes have been built up around them.  While Digital Media is the future and (increasingly) the present, there is still a lot that “New Media” can learn from “Old Media.”  Here are five examples:  

1. Trading Metrics vs. Performance Metrics: In “Old Media” GRP (Gross Rating Points) is the standard for trading.  However, nobody really thinks that GRP planning is effective because it values frequency (how many times you reach people) equal to coverage (how many you reach), which they clearly are not .

As we all know, it can be difficult to meet new people but your mother can call you 50 times a day.  The value of advertising is in reaching people and a lot of money can be wasted if you spend too much on too few.  Therefore, advertisers negotiate rates on GRP and rate performance on another, internal metric (usually cost per coverage in a narrower target than they declare).

This is still valid in “New Media.”  There’s too much emphasis on how you pay and not enough on how campaigns are delivering on goals.

2. Media Multiplier: Media complement each other and there are synergistic effects.  A light TV campaign with support from Radio, Press and Outdoor will outperform a heavy TV campaign for the same budget.  That doesn’t change.  CTR’s (click-thru-rates), and Cost per Acquisition can vary widely according to other media activity (online and offline) and general brand awareness.

3. Client service: Why do so many “New Media“ people seem to revel in telling client’s about the “Great Digital Threat” and pointing out that their way of doing things is over?  The role of a good salesperson should be to make the prospect feel more comfortable with what she is buying, not less so.

4. Engagement: It’s not all about clicks or immediate response, especially in categories with long product cycles.  While digital media has been hyped as the “super-accountable media” in the past, social media is bringing this issue to the fore.  While clients, Print and Event people DO understand the value of engagement, it seems that “New Media” people are going to have to switch paradigms somewhat.

5.  Integration: Ad Agencies used to be full service.  People learned how to work together for 30 years or so until the rise of specialist agencies forced a segmentation of the marketing world.  While the agency world seems to have reversed the trend (there are now full service subsidiaries of specialist agencies) most “New Media” people seem to want to specialize as much as possible.  It’s still early days, we lack standards and nobody really truly understands what’s going on.  Integration will be a key success factor for at least the next decade or so.

I’m sure a lot of people have opinions on this.  Please let me know about them.

– Greg

Update:  See also How Skyrock made Social Media Profitable on the Maverick Marketing Blog

52 Responses leave one →
  1. August 13, 2009

    Good insight!
    Transition got to be smooth….New Media(intractive media) is not a threat to Old Media or droped from nowhere, but a better way to understand your audiance and target it for your cause.
    In fact, Intractive Media is evolved out of limitaions of old media.

    [Reply]

    Greg Reply:

    Vishal,

    I agree! Thanks for your comment.

    – Greg

    [Reply]

  2. August 13, 2009

    Hi Greg! I wanted to comment on one of the points above that sounds like a great debate/podcast episode in the making. Specializing is something that “the industry” (that, yes, I use the “quotes sign” when referring to it) is telling everyone to focus on, hence, you have a lot of people “specializing in ____________” – but note: they also do a LOT of other things because – well, you HAVE TO.

    Being a one-trick pony helps so few nowadays and closes the door on so many opportunities where people “never knew you did that.” Coming up with a “services listing” for my company has been one of the hardest things ever, not because we want to specialize, but new media offers so many great avenues of engagement. It really is fulfilling.

    I look forward to coming back to read more and hope that you’ll stay in touch. Cheers!

    [Reply]

    Greg Reply:

    Mike,

    Thanks for you comment.

    It’s interesting to note is that the trend is going both ways. Major network agencies seem to be going back to integration (hence the full service subsidiaries of specialist divisions) while independents are mainly specialists.

    I’m going to go out on a limb here and predict that eventually, the independent specialists will eventually either merge with full service agencies or become full service themselves. I think that the specialists are basically the products of disruptive innovation and are playing in areas where there isn’t enough client interest for major players, but enough for small, independent shops. (See future post:”What is Disruptive Innovation?”)

    Eventually, of course, standards will be built up and integration will become less important, full service agencies will spin off specialists and we can start all over again:-))

    – Greg

    [Reply]

  3. Åsa Persson permalink
    August 14, 2009

    Hi Greg,

    I’ve worked and acted as tutor in the areas of marketing, advertising and other customer focused processes. My key learning is – one truth never disappears – being all promotional aktivities from old and/or new medias should have one purpose only.

    To create attention and a positive desire and interest to DO something in the mind of the receiver of the message.

    Most of the stuff advertised today is either noise or simply ignored.

    So the good old truth of respecting og listening to the customer is always the same. The world is full of peole who want to talk about themselves and their FANTASTIC products and services. And so few people are really interested to listen. And I think the secret lies here – if you inspire the people you work with – to have really genuine passion to listen and understand their customers – the choice of media will be much more easy to take.

    Not very fancy – but my experience is this approach works :-)

    Thanks for starting this interesting debate!

    Åsa

    [Reply]

    Greg Reply:

    Asa,

    Good points…and I’m listening. I hope to hear more from you.

    – Greg

    [Reply]

  4. September 4, 2009

    Greg,

    While I don’t agree that the traditional media are dead, I do agree that you have to have a good mix and that the new and the old can support each other. You make 5 great points and I like all of them. Your extrapalation would be well heeded by “new media experts”.

    [Reply]

    Greg Reply:

    Matt,

    I agree 100% that they’re not dead. They still have 90% market share worldwide. (I was being ironic)

    Thanks for your comment. Have a nice weekend.

    – Greg

    [Reply]

  5. September 5, 2009

    Greg, a number or organisations are changing this mix and spending the proportion of their marketing budgets on new media.

    I am pretty sure (although not 100%) that Amazon fit into this category in the UK. They spend more on internet than traditional channels. Also a high number of strat-ups seem to be allocating the majority of funds to new media.

    Interesting article though and the points are true in some cases. Not too sure about your first point though. The fact that digital is generally so quantifiable, means in my experience you look at the results and optimise accordingly against what channels/media can give you the best ROI. The buying metric can be important as with some product lines you know you may not be able to make a return based on your conversion metrics and as a consequence need to cap risk – hence buying metric becomes important and CPM is moved aside or CPC or CPA.

    I think most people in digital marketing or more focussed on hitting their objectives (more akin to good old fashioned DM people).

    The thing to remember is that online can be used for brand, awareness/consideration and DM – the shape of campaigns is bound to be different depending on your objectives.

    All this being said, I don’t know many digital marketers who genuinely believe traditional media is dead. That is normally said a little tongue in cheek.

    [Reply]

    Greg Reply:

    Richard,

    The media mix isn’t changing as fast as you might think. According to ZenithOptimedia, traditional media still makes up 90% of worldwide media mix and, even though they project that to drop, it is only by a few percent over the next 5 years.

    Even in markets like UK, where Digital has an abnormally high market share, traditional media is still the vast majority of ad spend.

    Moreover, convergence works both ways. As the digital market grows, traditional media outlets are getting better at it.

    As to your point about buying metrics, everybody has their own process, but it seems to me that you are saying that you measure ROI internally and negotiate rates externally against media provided metrics. If that’s so, then we have the same point. Digital Media spend way too much time trying to invent their own metrics when they should be thinking more about servicing the client’s metrics.

    I’m not downplaying Digital, mind you. It’s just that I think newcomers need to think more about old lessons learned. Before one seeks to “break all the rules” one should consider the reasons that some rules became dominant in the first place.

    Thanks for commenting and thanks for visiting Digital Tonto.

    – Greg

    [Reply]

  6. September 6, 2009

    My take on the whole “old” vs “new” media is that “old” media was focused on the seller finding the buyer through advertyising/direct mail/TV. The “new” media is more about buyers finding sellers by implementing a search. So sellers are working to get noticed by the intermediary (search engines) so that they are on the short list to the buyers. The same fundamentals…create awareness. But the target is a little different – we have this intermediary called a search engine that we sellers need to appease.

    [Reply]

    Greg Reply:

    Bill,

    That’s a terrific insight!

    I would also like to add to it: The same trend was taking place in “old media” before search engines really became a part of the picture. Due to media fragmentation, advertisers started thinking about communication strategy (who they would reach) as primary and creative strategy (what they would say) was secondary. For example, they would first decide whether TV would reach their target efficiently and then make a TV commercial. Although it seems quaint now, before the choice of media was a creative decision. (i.e. That would look great on a billboard!)

    In the late ’90’s Unilever and P&G launched major initiatives to focus their planning on communication (CCP and CCM, respectively). Digital has definitely accelerated the trend, but it was there slightly before online media really got going (although only just before).

    Thank you for your thoughtful comment and for visiting Digital Tonto.

    – Greg

    [Reply]

  7. September 16, 2009

    Nicely done!

    I appreciate the Skyrock article link as well.

    [Reply]

  8. September 20, 2009

    Hi Greg it interesting that you say TV is dead. Print is dead. Radio is dead. Outdoor is dead, but if you put the word online infront of them, they become new media.

    Outdoor moving to digital out of home, making use of use plasma displays, interactive screens, rss feeds via wifi and ftp updates, with the ability to constantly renew and publish new content just like updating a blog.

    The core 5 things you wrote in your article still holds true.

    Yours,

    James

    [Reply]

    Greg Reply:

    Thanks, James.

    Interesting perspective.

    – Greg

    [Reply]

  9. Conrad Buck permalink
    September 22, 2009

    <<>>

    Have come across this many times and while it might be true to industries such as printed media and music especially, however in most cases new media is just another tool to extend the reach of a physical product or tangible object. Physical products still exist, money still changes hands, people still talk on the phone, faxes are still sent (believe it or not). In most cases the growth of digital media has fueled the growth and efficiency of offline business habits.

    I’ve been in fuelled debates before from statements such as “newspapers and magazines will not exist in 10 years time” and “all music should be free,” with very little reasoning and solution as to what the new business model should be. “Always and Everything For Free” cannot be a business model. It’s not sustainable. However, it can be a tool to leverage paid content and transactions.

    Another note, it’s so easy to say “….. is dead” It’s another thing to actually come up with a productive answer and roadmap to a new profitable (are we allowed to say that?) business model.

    [Reply]

    Greg Reply:

    Conrad,

    I very much like to use the statistic that 90% of global ad spend is still in traditional media. Magazines have actually GAINED share over the last 10 years. Outdoor has as well.

    Newspapers are probably in real trouble though. As are TV broadcasters (but not programming companies). However, it should be mentioned that newspapers thrived in non-competitive markets and TV broadcasters were protected by their broadcasting licenses for decades. So, IMHO it’s nothing to really cry over.

    – Greg

    However,

    [Reply]

  10. Conrad Buck permalink
    September 22, 2009

    One print magazine that has carved itself a niche market, a loyal following and has somewhat aggravated the rest of the magazine industry is Monocle.

    Some people love him, some people hate him but editor Tyler Brule just has a knack of getting it right for the new model of printed media.

    Monocle has a large subscriber base to a magazine that costs 10$ an issue. They also sell a large number of Monocle products from their website including luggage made in partnership with Porter Japan and other designers. The magazine also has stores in a number of countries.

    Every printed edition is sponsored. If you get a chance, pick up a edition and just thumb through it, the weight, content, quality of paper, attention to the content, the focus of the articles. It’s a reading experience you just can’t translate online)

    It’s not for everyone but the potential business model is the main point I am highlighting (their subscriber numbers just keep going up and up) and their podcasts are hugely popular.

    You can see their website at monocle.com and if you are interested in watching a symposium about the magazine and it’s business model compared to traditional print media you can watch it at:

    http://www.youtube.com/watch?v=kVM8zGqglQ0

    [Reply]

    Greg Reply:

    Conrad,

    I watched the video and he does seem like something of an ass. I also don’t much like the web site. It breaks every usability rule in the book and doesn’t seem to offer much in return. It’s pretentious, there’s no discussion, etc.

    That being said, I like the idea. If it can be executed well, there’s no reason why they shouldn’t charge premium prices and I’m sure that they get top ad rates. However, he mentioned in the video that they have only 6000 subscribers so they probably have a while to go before they make it to break even.

    Another thing that I found strange is that they put such emphasis on blue-chip editorial and opinion but don’t promote their writers.

    Anyway, thanks for letting me know about this. It’ll be interesting to see how it does. Unfortunately, I won’t be able to pick up a copy in Kiev.

    – Greg

    [Reply]

  11. Conrad Buck permalink
    September 22, 2009

    The old saying goes,”Prentious!? Moi?”

    It is somewhat being on a high horse looking down on the monolithic magazine and newpaper industry and I am sure it has deep pockets to keep it afloat for a while, however in the light of a pure lack of quality journalism in many newspapers and magazines (which is why you can get the same quality online or on Twitter for free), a periodical like this with substance MAY come out trumps purely on premium content, premium product offerings and a premium price.
    It’s all down to where it goes and what culture and following it generates.

    I would be interested to see if Vogue magazine has seen a slump in it’s fashion industry readership or whether the giant printed September issue is as popular as ever simply because it’s an icon that serves the industry across the globe.

    [Reply]

    Greg Reply:

    Conrad,

    Yeah, I agree that it will probably find it’s place. I would guess that Vogue still does pretty well. A fabulous brand is a fabulous brand. At the end of the day, a the product has to stand on its own, everything else is optimization.

    I was on a panel at an Ogilvy verge conference a few years ago. The theme was “The Consumer Takes Over.” There was a lot of whining and “Great Digital Threat” business going on. I made the point that the consumer is telling us that we’re crap, which isn’t much of a change. We were always crap, now we just hear about it more.

    I wasn’t very popular:-)

    I really do think that a lot of the crying comes from people who were just protected for too long and didn’t know it. A perfect example is the Magazine industry in the US. For years it was the only true national medium and consequently it was immensely profitable. Cost structures compared to other markets were (and still are for the most part) enormous. Adjustments will surely have to be made, but I don’t see how that makes “old media” different from any other industry.

    – Greg

    [Reply]

  12. james morran permalink
    September 30, 2009

    Old media vs new media…! Media today is Mass Media and as technology moves so do the means of obtaining objectives. The important thing to realize is that all media is viable, it is just about how it is used. My area of expertise is DRTV and for many years it was solely a broadcast or cable venture. Now, however, the cost of airtime has increased as has the the support arms, mainly call centers that receive, close and gather customer information. Many products cannot deliver the margins (return on media dollar) to be profitable, yet, if a branding campaign is successfully undertaken, these ordinary cost can be reduced by up to 80% by using television as a driver to digital platforms – product websites – that will do all the work. A website’s content is the ultimate selling platform and the objective is to get the buyer to the site. Not utilizing television penetration is foolish, but buying 1/2 hour or 2 minute slots can be deadly. I propose to my clients what I coined as iDrivers who’s purpose is to use the products brand awareness, in 5 to 10 second spots, and drive traffic to the web. The same thing is true in print, radio and email – get them to your site. The amount of media does not matter, how it is used is everything.

    jm

    [Reply]

    Greg Reply:

    Jim,

    Thanks. Good luck with your business!

    – Greg

    [Reply]

  13. John Doble permalink
    October 2, 2009

    Greg,

    Thank you for re-posting this on Linkedin. I read it once before but now have some perspective on what you are saying as we just completed our first Adwords campaign.

    What I found most interesting is your point on engagement, particularly with long product cycles, which I would suggest would also apply to long sales cycles. We are now analyzing the data on the campaign and finding some successes, and of course, areas which we will have to improve next time.

    We are mixing both Old and New media, looking for the optimum formula for our product.

    Your insight is a big help.

    Regards
    John

    [Reply]

  14. marnie boucher permalink
    October 11, 2009

    Great insight into the ever-changing media buying process. I do believe however, that many buying agencies still prioritize their clients spend on their agencies abibilty to drive the greatest commision per buy. Digital planning and buying including on-line and in-store digital signage, doesn’t return the same agency revenue stream, as the buys are traditonally smaller. It takes plenty of manpower on the agnecy level to make digtial buys pay, unlike the traditional big 4. This is where i beleive the paradigm shift has to occur.

    [Reply]

    Greg Reply:

    Marnie,

    I think you’re right, and not just about commission, but cost. TV is incredibly cheap to manage given the large volumes involved.

    – Greg

    [Reply]

  15. October 11, 2009

    Your insights are so true. I can really relate to the media multiplier and client service points.

    [Reply]

    Greg Reply:

    Doron,

    Thanks. That’s very nice to hear:-)

    – Greg

    [Reply]

  16. October 12, 2009

    There’s no question that new media offers many benefits the old media didn’t, but the old media let you focus on your prime buying influences and key markets. It also gave your top prospects news & information that helped them professionally.

    The new media needs more of this focus — both from a professional & market segmentation standpoint. Neil Mahoney

    [Reply]

    Greg Reply:

    Neil,

    Thanks for your insights.

    – Greg

    [Reply]

  17. Kelly Johnson permalink
    October 15, 2009

    I would suspect that since the baby boomer market is still touted as the largest segmented market and is to be for another 12+ years, that has a major influence over the how, why and when of statistics that are so coveted.

    [Reply]

    Greg Reply:

    Kelly,

    Thanks. Good point about baby boomers.

    – Greg

    [Reply]

  18. Kim Hutchinson permalink
    October 17, 2009

    Great post and comments! But, with Old Media outlets dropping daily from lost revenues, what’s going to remain?

    [Reply]

    Greg Reply:

    Kim,

    Web sites are dropping as well? Is the internet dead?

    – Greg

    [Reply]

  19. Murat permalink
    October 20, 2009

    Dear Greg,
    I believe for overall media mix usage for a company it is very important what is the market share and what is the product itself. For example if a company has only 1,5 market share and products are innovative & stylish they can only go with internet and thematic tv channels instead pouring lots of money to all type of medias.
    Murat

    [Reply]

    Greg Reply:

    Murat,

    Good point. Thanks.

    – Greg

    [Reply]

  20. November 1, 2009

    Excellent ans timely post, I was discussing the definition of “New Media” past 2 days and how to position our medium which falls in between the old and new.

    We introduced a new trend of portals targeted at specific niche audience, our focus on launch is the hospitality sector. We create a bespoke portal for each hotel accessible strictly on their Walled Garden to their guests. Each portal carries information about the hotel’s service that can be interactive to order room service, book a restaurant or spa or limo, fill the dry cleaning list all online. The portals also carry info about the city the hotel is located in aggregated to conform with the demographic profile of the typical guests of the hotel classification, in addition to other sections about shopping, arts, travel and online entertainment.

    We targeted the luxury hotels markets and partnered/deployed our portals in 13 international hotel chains already, starting from Dubai and going global.

    The portals revenue is based on advertising, but we do not have any banners or popups, it is uniquely designed with a “pull-ad” concept.

    Due to the limited number of viewers relative to making available online to the world the pay per click or model couldn’t work, so we charge per location/hotel per month same as print. Also the luxury brands are not all geared to online due to lack of sites that can offer them such luxurious real estate, are confused sometime as to which budget they should dip into.

    It’s a very interesting new model and we are looking to partner with companies/individuals around the world to help us grow it global with the existing chains and getting new ones locally. Partners will also need to procure ads on these portals in their respective countries.

    I’m sorry if it sounds like a pitch, but I felt it is very relevant to the discussion and readers of such blog might find it useful and interesting for them to participate in this business opportunity.

    You may post my website address if you feel it is appropriate.

    We address the Trading Metrics vs. Performance Metrics by capturing the target audience opening the portal also by default in hotels to replace the sign-in page. The quality eye-balls takes care of the volume clicks or impressions analytics and SEO.

    We also encourage in room print media such as magazine publishers to post their content on the portals and extend their advertisers’ reach to the computers or web TV making sure they can capture the audience in all available mediums.

    Client Service is intact as we work with all other mediums and frankly do not know where we stand in all this, so we do not see a threat from anyone especially that we are technically exclusive on this real estate.

    A couple of features on the portals such as Business Card Exchange and Find an Activity Partner bring the social networking to the ground level, we also provide advertisers the possibility to engage in discussions and Q&A with prospect clients rather than just post a static ad.

    And finally we believe the only way forward is to integrate with other mediums and service providers to provide better content and service to end user.

    By the way, this is my first time to respond to a blog, only did that because I felt the participants and blogger are interesting.

    Thank you

    Kamal

    [Reply]

    Greg Reply:

    Kamal,

    Thanks for you input and good luck with http://www.conservus.ae !

    – Greg

    [Reply]

  21. November 1, 2009

    Thank you Greg appreciate it

    [Reply]

  22. November 5, 2009

    Greg,

    This is great new information that I did not know. Congratulations on blogging about something that it isn’t spoken about 30 times a day! Retweeted. And technoratied. Add your “share me” buttons to the bottom though. Sexyshare is awesome… look at my site and you will see.

    Sam

    [Reply]

    Greg Reply:

    Sam,

    Thanks for the shares, and the tips:-)

    – Greg

    [Reply]

  23. December 24, 2009

    I have tried developing a site for small businesses to use the web to advertise in newspapers. A mixed mataphor maybe. http://www.adsbringcustomers.com

    Anyway after months of effort I am in hibernation mode on this. Waiting for inspiration or a newspaper partner.

    To be honest my message is don’t shoot the messenger. The biggest problem has been that recession hit small businesses don’t want to risk anything on advertising.

    Big businesses continue to advertise to the same scale but negotiate better deals.

    Small companies have moved to the web in the hope of cheaper solutions. But really get ripped off by Google adwords etc. What would be the point of a local US mechanic having his Google ad clicked in Ireland?

    Really Google adwords should be more regionalized to make any advertising sense for small businesses. But they know that they’d be offering a very low cost service and you’d only pay for real potential local customer site visits. But that wouldn’t make financial sense for Google – when they can collect payment for clicks even from automated software robots – which won’t need that mechanic to fix their car!

    [Reply]

    Greg Reply:

    David,

    You bring up a very good point about Geo-location. Theoretically, Google should be able to geolocate ads very well, but they seem to be having problems. I don’t know why that is, but geolocation of media and ads seems to be gaining traction so this should improve.

    As to your newspaper business, ironically, Google had the same idea and was actively pitching it a few years ago (I was part of a group of publishers was presented the idea on a visit to their office a while back). I haven’t heard much about it since so I assume they abandoned the idea, but it might be worth it for you to take a look and see what they were doing and how far they got.

    – Greg

    [Reply]

  24. January 1, 2010

    Greg, right with you http://www.talentzoo.com/news.php?articleID=2417 and I’d send you a link to an even more strongly-worded entry but SEO Shootout no longer exists. (Happy to send you a PDF of it, though.) My site’s lead message is about interactive + traditional strategies because I respect continue to deploy both. One thing the “everything that happened before 2009 is dead” crowd forgets, or maybe never knew, is that regardless of medium you still have to be able to write and craft an integrated cross-platform message.

    [Reply]

    Greg Reply:

    Jeff,

    Thanks for your input and best of luck in the New Year.

    – Greg

    [Reply]

  25. January 3, 2010

    Let’s brush aside for a moment the dichotomy between old and new media and pay awe-mage to those that made media portability so awesome: the USB flash drives are their tangible result (right now, wow, etc).
    Let’s me suggest a little movie for your mind’s eyes. You woke up after a night sleep, so you’re back to the generally accepted reality where you have a more or less established persona. Let me include me in this reality so I can generalize and say that WE SPEND MOST OF OUR LIFE PERFORMING LEARNED BEHAVIOUR. Of course, the alternative is unimaginable or at least unacceptable. Because we obey the law of the path of least resistance we (could/should) focus our (best) efforts toward doing something that would improve our condition (comfort, security, prestige, etc). Every one of us has something to offer to the rest of us and the simplest way to define it, or at least to tag it, is: attention, mindfulness, consciousness – something like that. God, wife/husband, children and marketers fight endlessly for our attention. Yes, our precious (and time-limited) attention could be considered a commodity.
    And, yes, media is magic. It started off as scratches on the wooden stick, paint on the cave walls; it became art, then ars combinatoria, Pythagorean encryptions, and what not. But it might suffice to say that the medium of art (media) ended up as a mathematical application. And math and physics had to reach incredible levels of thought sophistication that could be miraculously applied in every day life; let’s say as quantum tunneling is used to erase memory cells in the USB flash drives.
    The moments of awe are those when we can do something that we haven’t experienced before. I know of one man who was capable of that on a basis of activating his own will: Grigori Perelman. Grisha has (unintentionally) taught me that media has a dimension that we often tend to forget about: ethics. We are capable of extraordinary feats and technologically have become so advanced that humankind should be able to solve its problems in a few years.
    True, it’s hard to think for yourself when others do it for you faster and less expensively. But as mentally dichotic creatures we become more and more entangled into the confusion vortex of recorded media. The simplicity of choosing between good and bad or between goodness and evil is eroded implacably by what we could consider manipulative media.
    We came a long way from ancient scrolls and Gutenberg’s printed bible, but where are we now? Media does the following thing to us: it’s imposing its redundancy on our most precious…commodity: our attention. The act of navigating though a huge deluge of mostly inert data makes our lives considerably wasted. Media’s (both) systematic and chaotic attack on our sensorial perception goes one step farther: evocative redundancy. Media has definitely become a technology of manipulation (no, I’m not original by saying that), but we still have it within us to stop for a moment and not unlike Grisha Perelman contemplate the virtue of honesty.
    Our huge brains do not make us human, but seeking honesty could confer that onto us. With practically inert devices as USB flash drives we could carry along with us millions of British encyclopedias. A mini solar panel could activate what inside that flash stick and (very soon) be able to be connected to an audio-visual-olfactory 3D screen in our brain.
    Finally, I only have one question: who’s in charge of the O/I switch to that media?

    [Reply]

    Greg Reply:

    Chris,

    Interesting points. Thanks for your input.

    – Greg

    [Reply]

  26. January 3, 2010

    Re: “ironically, Google had the same idea and was actively pitching it a few years ago”.

    I looked at what Google tried – which ‘was’ Google adword ads slotted in a newspaper.

    My idea was to let small businesses be a bit more creative with their own newspaper ad. Not restricted by the Google rules, newspaper fonts or expert ad designer’s templates.

    My problem was my only way to pitch my idea was at the front door -effectively to ad sales people. Not the newspaper owners.

    I would need my ad visible everyday and for free – for bringing customers to them. Otherwise to pay for an ad to bring ads to a newspaper doesn’t make financial sense.

    [Reply]

    Greg Reply:

    David,

    I imagine that’s tough. Have you thought about pitching them an insert. Psychologically, it’s less controversial because you aren’t taking up “their space” but adding to the product.

    – Greg

    [Reply]

  27. January 4, 2010

    grishA,

    hoW neW mediA drawS froM olD mediA:

    http://www.youtube.com/watch?v=WxiOKKF721U&feature=player_embedded

    sO nokiA learninG froM googlE; therE iS nothinG neW about GooglE; just welL placeD engineerinG anD carefuL planninG

    (Friends, in case you lived on Earth II, Google HAS DEVELOPED THE HABIT OF RELEASING new beta services to the public blogging community SUCH AS Google Wave and Google Chrome OS. So, far from bringing out finished services, their ‘new services’ leverage from the support of the voluntarily creative community saying this is what we’re working on and we want you to be a part of it. Not since American Express invented travelers’ cheques was anything like this so smartly self-serving and free loading… Learn Microsoft, learn, learn, learn! That’s what Lenin said so many painful years ago…)

    peacE, yA maN, haV fuN lookinG fA sumsiN neW, buuuuT snaP ouT oF iT!

    chriS cozeA

    http://www.AltaCineVision.com
    http://www.estateblishments.com
    http://www.WorldTouristTv.com

    (P.S. Suggested future topic for you, Grisha: “Ten Things Apple Learned from the Church of Scientology…)

    [Reply]

    Greg Reply:

    Chris,

    Thanks. How did you know my Russian name?

    – Grzes

    [Reply]

  28. January 4, 2010

    Open-end συλλογισμός:

    Most Grigori(s) are ‘Grisha’ in Russian/(Eastern)Ukrainian.
    Most American Greg(s) could be Grigori(s).
    Nostalgic American Greg lives now in the Ukraine.

    And this is more like a haiku than proper deductive reasoning:

    the orange light of spring makes Kraina look gooden
    a Sandpiper smiles before migrating
    behind the mask of ‘proffessor’ Янукович we feel the grin of Putin

    [Reply]

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