Joho the Blog
An Entry from the Archives

Cory Treffiletti in Online Spin writes about the possibility that the Internet has become a mature enough medium that it can provide "continuity" with a company's mainstream broadcast campaign:

Maybe the Internet has actually become the best medium for running a continuity campaign, to sustain the message conveyed in Television and is clearly the second most important medium in conveying a message to the consumer?

After noting that 134M people in the US are online, he writes:

Given that the prices for Interactive media are so low, and that online ad spending has surpassed out-of-home and is quickly catching up on radio regardless of the cost cutting, it stands to reason that marketers are realizing this medium is indeed a great opportunity for reaching a mass audience effectively and generating a response.

You can't argue with that! Well, except maybe to say: Noooooooo! Online marketing is almost always like handing out business cards at a wedding.