That’s what a lot of agencies do – they chase the latest fad or new thing. Blogging was so last year, we need to focus on the next big thing.
This is of course missing the proverbial forest for the trees. The larger issue is media and entertainment are no longer the exclusive domain of the media and entertainment cartels. The particular venue – be it MySpace or YouTube or whatever – that becomes the flavor of the month is besides the point.
Which is why I’m amused by this article in the Washington Post.
To a youth market composed of teens like Kim and Birnbaum, MySpace is just the latest online fad. Before MySpace, the place to be was Xanga, and before that, Friendster, MiGente and Black Planet.
“They’re not loyal,” Ben Bajarin, a market analyst for Creative Strategies Inc., said of the youth demographic. Young audiences search for innovative and new features. They’re constantly looking for new ways to communicate and share content they find or create, and because of that group mentality, friends shift from service to service in blocs.
Consider the most popular teen sites tracked by Nielsen-NetRatings. Topping the list last month were Snapvine.com, PLyrics.com, Picgames.com — none of which appeared among the top 10 for April, or the list a year ago.
I’m sure some of us are going to have some interesting conversations with clients tomorrow morning.
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