Julia Allison on the Future of New Media

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.

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

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