The New Media Mix

Things are changing in the high-tech world of "New Media," and there's a good reason why. Pepsi lost its #2 ranking in the cola wars last year. Many are blaming its reliance on "New Media" for "likes," warm fuzzy feelings and "the buzz" created around the Refresh Project.

John Sicher, the editor/publisher of Beverage Digest, was quoted as saying that in addition to Refresh, the company needs "more product-oriented advertising and marketing. I think that the 2010 results are probably a wake-up call for Pepsi."

During the initial rush to Social Media, we all had clients telling us they were cutting their budgets and focusing on the new "free media." Some went so far as to tell us they would never need to buy Radio ads again because Facebook could do it all for their stores.

What's happening now? Listen to what former GM Social Media Chief Christopher Barger said about the need for Traditional Media, along with Social Media, in his interview with Ad Age: "Social is a tool in the arsenal, an arrow in the quiver. It's not a panacea and not a replacement for anything. I don't believe that traditional media is less important because of the emergence of social. I think social can enhance what happens on the traditional side, but the thing to remember is, increasingly, it's all blending."

Amazing as it sounds, even major companies continue to throw money at the Social Media altar! All but one of 24 marketers surveyed in a new report from the World Federation of Advertisers and WPP research firm Millward Brown are committed to increasing the time and money they spend on social media in the next 12 months, even if they don't think they can accurately measure the results.

Years ago, people were busily preaching a "media mix" that allocated dollars to Newspaper, TV and Radio for "an integrated ad campaign." Newspaper is near death and local TV is getting fragmented to smithereens. Radio continues to be the growing, thriving local advertising medium that reaches mass audiences day in and day out.

That's why it's time for local advertisers to embrace what I like to call "The New Media Mix" -- Local Radio PLUS Social Media. Radio's great strength is building Awareness in the target audience and that leads to Interest. The next step is Desire and at the point of purchase there's a real and profitable Action -- A.I.D.A.

Our clients need us to help them get back to a healthy mix of successful advertising -- Radio advertising and all the help we can give them in their Social Media efforts. That's "The New Media Mix!"

(Source: Charlie Ferguson, General Manager, WKLT)