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Subject: Re: [uk-netmarketing] Re: Journo looking for rentaquotes, or even seriouscomment
From: Ray Taylor
Date: Sun, 04 Feb 2001 14:56:22 -0000

Ashley Pomeroy <arpattermisoc [dot] org> said:

> ...television has a bigger reach. Every single human being who has money
> to spend in the world owns a television, has access to a television, or
> socialises with people who watch television, whereas the internet is still
> a minority thing.

Or so the TV business would have you think.

But - as I said the last time this rather juvenile comparison between TV and
Internet came up - the reality is different. There is no single TV network.
This supposed "worldwide" reach of TV is based on thousands of networks and
channels in hundred of different states and localities. Different people
watch different TV programmes at different times. The biggest TV audiences
that can be "reached" are measured in the low millions, with programmes like
Friends, Simpsons, Coronation St. There is no such thing as a global TV
advertising campaign. The closest you can get is to hire one of the big
global ad agencies to book schedules in as many countries as they have a
presence, at prime time, on all the major channels. A very expensive
(hundreds of millions of $s), time consuming, and incomplete affair.

A single telephone call to a single web content provider - say Yahoo - would
allow me to place an ad that would be seen by over 100 million people
throughout the world. The cost would be in the low millions of $s.

Put it another way. Amazon is expected to be showing a profit by 2002. They
have already launched a global retail brand and service almost entirely
though web advertising. The cost of this web advertising was by no means
low, and I would guess they paid several times the amount they would have
needed to pay had they employed my company - eyeconomy - to do it for them.
Even so, they achieved this monumentally rapid growth in but a few years.
Had they used UKNM's favourite advertising medium - TV - the cost could have
been 100 times as great and Amazon would have crashed and burned within
months of their launch, or would by now be pretty much unheard of.

Am I wrong? Or am I the only person in this group who stands up for our
industry?

C'mon people, don't be ashamed to stand up and be counted just because a few
City pundits say that the Internet is dead!

Ray Taylor




Replies
  RE: [uk-netmarketing] Re: Journo looking, Peter Borg \(UKNM\)
  RE: [uk-netmarketing] Re: Journo looking, John Handelaar

Replies
  Re: [uk-netmarketing] Journo looking for, Ashley Pomeroy

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