Wick Communications

We are not like them

In Innovation on 11 Oct 2012 at 8:18 pm

Stolen from Bob Hoffman’s “Ad Contrarian.”

It turns out there is an important disconnect between media pros and the people they are trying to reach. As a result, advertising types may have misplaced faith in digital media and inadvertently downplay the reach of traditional media, particularly television and radio.

I come to these conclusions after a decidedly non-scientific study done by the Media Behavior Institute. (I actually read about it first on Bob Hoffman’s blog.) Researchers asked “media pros” and regular old people to record their daily behavior. Here’s what they found:

  • 92 percent of media pros use mobile apps, compared with only 25 percent of the world at-large.
  • Half of the media insiders used a social network and accessed it for 19 percent of their waking time; fewer than one in five real people bothered with social networks and those who did used them much less frequently. …
  • While only 42 percent of media types listened to the radio in the course of their day, 80 percent of everyone else did.

Interestingly, media insiders were more apt to read print from day to day and you might think print part of that old-school stuff the pros had forsaken.

Listen, I suspect this is a bit of voodoo science. And media pros are paid to keep current on new media, so it’s obvious that they would be more savvy with this stuff. But I think there is something to the disconnect. Remember that your readers are not you. They may well have different habits and expectations. Don’t assume everyone is reading your Twitter feed.



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