January 18, 2008

Mass Marketing Still Alive & Important

An article in the current issue of Fast Company is cited in today's Wall Street Journal's The Informed Reader blog. It seems to me that creating mass marketing platforms in today's fragmenting media world is perhaps more important for certain business categories that need to influence millions of customers daily (e.g., beer, fast food, soft drinks, politicians) than trying to assemble slivers of audience in the even more fragmented web world. After all, there are not many Super Bowl, Academy Award or Olympic level broadly based media vehicles left. And there still is no more powerful marketing communications medium than television.


Anonymous said...


Excellent perspective. New ideas and tools seldom completely replace old ones. Integration and execution remain the keys.

Gene DeWitt said...

Thanks for the comment. You're so right: it's the combining of old and new that makes for a continuing marketing 'horse race'.

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