Julia Allison
New Media Personality
02:25

Julia Allison on the Future of New Media

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Julia Allison stresses the need to fulfill the needs of increasingly diverse audiences.

Julia Allison

Julia Allison got her start in media as a columnist at Georgetown University, writing the college's first ever dating column. After graduating in 2004, Julia moved to New York where she began writing for various publications including  Cosmopolitan, New York magazine, The Huffington Post  and Men's Health. She is co-founder of nonsociety.com, and is currently a weekly columnist in Time Out New York and host at TMI weekly.

For the past three years, Julia has been a professional talking head, making over 350 on-air appearances in the past year alone, including CNN, MSNBC, Vh1, Fox, E!, CBS, NBC, CW, FoxNews, FoxBusiness, Fuse, G4 and others.

Transcript
Allison: I see in New Media this… it’s a… how can I explain this? We talked a lot about media being increasingly [fractured]. So, there are ever tinier audiences to consume each product whether it’s a magazine or a television show, whether it’s on cable or whether it’s a blog, and I think that isn’t necessary, it scares a lot of big networks and it scares a lot of newspapers because they’re predicated on marketing themselves to a mass audience. But what I saw was instead of looking it at length it’s a disadvantage that all people aren’t watching the same three shows. I saw infinite opportunities not only for content that’s not only marketed to specific audiences but that fulfills their needs specifically, but also for advertisers and not in a malicious way but in a way that genuinely serves customer. So, let me explain what I mean. When I, as a woman, when I watch advertisements, I guess it could be as anyone, but when I watch the advertisements that make the most difference to me or obviously the ones that are most relevant, am I going to care about a Toyota? No, I’m not in a market for a car. I live in New York. I also have no money. And so, it’s not relevant to me when I watch, you know, let’s say American Idol and I see that Ford sponsors them, not relevant to me. Okay. So, what about when I blog as a 27-year-old girl, I blog about my digital camera, well, another 27-year-old girl, every single girl I know has a digital camera. What is she looking for? A digital camera, an iPod, cellphone, probably a laptop, cute dresses, so those are the kinds of advertisers that we try to attract, and instead of being annoying, it’s actually quite relevant for our audience. That I think is the future of marketing online. That’s how people are going to make their money.

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