Re: UKNM: New Media vs Old Hat

[Ray Taylor]

Tim Ireland <

timdesignercity [dot] com

> asks:


> 1. The more the Internet is perceived in a negative/confusing/overblown

> fashion, the more we are reliant on mainstream media spending to show

> otherwise. Is this why newspapers, radio & television distribute so much

> misinformation, or am I just being paranoid?


Yes (and no to being paranoid). There is no conspiracy, it's just that old

media people think their own medium is great and all others (especially the

new ones) are poor relations.


> 2. Why is it that commercials for 'dotcoms' are - almost without

exception -

> the most misguided and horrible TVCs imaginable?


TV ads are done by traditional agencies with the aim of burning client cash

as quickly as possible. They don't get what it is they are supposed to

advertise and are stuck in the

fastcarpremiumbeerhousewifeschoicewashingpowder mode of the 1980s/90s.


They are misguiding their clients who in turn are falling for the

traditional ad agency bollocks. If only old ad agencies could sell their

clients' products as well as they can sell themselves to the unwary and

inexperienced. Equally, if all media industry awards included the

qualification "... and sold lots of the client's products while improving

customer perception and service," there would be perhaps more effort on

results, less on swank (with or without the "s").


> 3. Instead of educating politicians about the web, wouldn't it be easier

to

> increase their ignorance a notch or two instead - thus rendering them

> completely unaware of the issue?


Joking aside, one of the problems the industry has always had is that it

tends to be its own worst enemy in totally obfuscating most of the issues as

far as the general public are concerned. A little more clarity all around

would help everyone.


Or is this the theme of your next book?


Ray Taylor



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