Leffler Blog: May 2010 Archives

What is Mass Media?

Because of the proliferation of the types and modes of messaging fostered by the internet and communications technology explosion, the general public is having a tough time defining what mass media is these days.

Traditional media, most notably print media, has taken a hit to online reading and consumption. Radio and TV consumption have also been reduced by various other devices and modes of auditory and visual communication. But, they still command large audience attention. Outdoor still rules in mass instant impressions even though it continues to fight the visual environmentalists.

Social media is now drawing more and more attention. A Facebook or Twitter page with 5,000 followers is powerful. But it still does not equal a radio station with a weekly cumulative audience of 150,000 or a TV spot that hits a few million people nationally. Because viral and social media takes time, it is not real mass media which can hit many with a message in an instant. Large internet sites such as Yahoo, AOL, as well as ad networks are mass media and as such have joined the product line.

But there are "experts" who are selling social media as a replacement for mass media. Social media is an activation of and an adjunct to the mass media message, but it is not an effective brand builder over a short time because its "some-at-a-time" nature makes the short-term audience limited. The long-term audience potential is great, but to put all of the budget against this and to abandon a mix of real mass media is very short-sighted and is the thing that the irresponsible marketers do because it all sounds so good.

Success comes in the volume of messages over the shortest time period. And the campaign with the greatest number of impressions brings the best results.

By Bob Leffler
CEO/Owner

Leffler Agency Enjoying the 2010 Preakness Stakes