Monday, March 19, 2007


On-demand media environment

Creating an On-demand media environment

As a marketer, it sounds interesting and scary.. good to think that people might be interested in reading, knowing, bloging, podcasting about my “company” and scary to think what if they don’t.. what if they are just too busy and are considering ads as frills and turning them into blink spots!

As ipresssroom ( mentions in its white paper, blog-powered media rooms allow companies to think beyond the press release and social networking elements like participatory surveys, interactive forums, streaming media, media on-demand, blogs, podcasts, high-resolution image galleries and other online marketing communications elements can help leverage a company’s existing intellectual capital via the web.

I agree and am very happy to see where the next-gen media is moving… but still its difficult at times to sell this concept internally to own PR teams..!

Some Interesting figures regarding Online News readership

Source: comScore Media Metrix, Dec. 2006

So how do we ensure that the concept is sold within the organization?

  1. Understand benchmarks and create realistic SOV estimates.
  2. Pitch online story/press release to bloggers; wire them to new search engines
  3. Measure the Impact

More in my tomorrow’s post!

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