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NONE: Re: TV ad rates vs Web
Re: TV ad rates vs Web
Steve Kotvis (skotvis_at_primenet.com)
Fri, 16 Aug 1996 06:40:57 -0700 (MST)
At 06:48 AM 8/16/96 EST, eproulx_at_uism.BU.EDU wrote:
> I would have to agree with you on this. The problem with qualifying
> the WWW as mass media is that there isn't much of a way for
> advertisers to target their markets. But, if there were, say, a
> "weather channel" site to which a large group of people were
> connected, then why wouldn't it be considered mass media.
>
The problem with calling the Web a mass media is twofold.
1. It doesn't reach the masses. With 4% U.S. market penetration, it's
still a far from something that's reaching a significant share of consumers
that marketers/advertisers are trying to reach. Does that makes it a
"micro-medium"? Even if it becomes 40% (the share of households now with
computers) that's still far short of the 90%+ penetration of our traditional
radio and tv mass mediums.
2. More importantly, it's a narrow cast not broadcast medium. There are so
many sites (can we compare them to "channels"?) the "viewership" is so
widely distributed. That is, it's more like a telephone than a tv in that
it's about communication between individuals not a mass sending of
content/information to a receiver. That's what will keep the Web from ever
becoming a mass medium, unless we get to the point where we can only access
content via mega sites which become "channels" through which users access
content.
> I would also like to pose my own question. If the WWW is ever
> considered a form of mass media by today's definitions, does anybody
> predict that there will be a television-type format encompassing it?
> Meaning, will there be a mechanism paralleling the television channel
> on the WWW. If you want nothing but weather, go to this site,
> mind-candy, that site, etc...
>
I definately believe so. The tv and computer will be one in the same.
There's tv's with computers and computers with tv's available today.
Eventually, I beleive we'll see a system that you can control each the tv
and Web in different windows of the smart-tv monitor. You'll be able to do
your electronic grocery shopping while watching a cooking show, reserve
airline tickets while watching a travel show, access sports scores and stats
while watching an event. Can't wait!!!
___________________________________________________________
Stephen Kotvis egs ~ Electronic Grocery Shopping TM
ERM, Inc skotvis_at_primenet.com
Electronic Retail Marketing http://primenet.com/~skotvis
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<****> 0 0
Ask me about cracking the egs story.
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