Media attention deficit reorder: From Rob Hof and Heather Green, there’s a story in the current issue of BusinessWeek about how some big brand marketers are trying to cope with we “consumers” out here no longer being just a herd ofmass-mediaized sheep.
“It’s not just that media is splintering, as it has been for decades. The difference now is that the Internet is thrusting that trend into overdrive. With every quick click, millions of people…are slicing and dicing media into ever-tinier little bits, just the nuggets they want and nothing more. And by the millions, they’re reassembling them into personalized digital channels of their own choosing — all too often, minus the advertisements that sustain nearly all media today. The result: a serious case of attention deficit for every business that depends on traditional mass media to reach customers.”
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