Demographics Are Like Coal In Newcastle

Henry Copeland of Blogads spoke to the IFsters recently.
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

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.