Re: [uk-netmarketing] Re: Journo looking for rentaquotes, or even seriouscomment

[Ray Taylor]

Ashley Pomeroy <

arptermisoc [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