Demographics Are Like Coal In Newcastle

Henry Copeland of Blogads spoke to the IFsters recently.
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I like what he said here:

Cutting edge advertisers are starting to realize that the game isnt’ just “buy ads on blogs” or “buy the blogosphere” but splicing your brand/service/ideas into specific networks of blogs, specific conversations, specific blogospheres.
Second, a very few advertisers are realizing that demographics are like coal in Newcastle… everybody’s got them: print, TV and online. That’s a noisy metric. The unique “new” thing about new media is the social context, the collaborative brainstorming that takes place, the peer references, and mutual respect within a particular group. Understand the hive and you’ll be way ahead of your competition both in terms of money spent and mind-penetration.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.