Terry Heaton's PoMo Blog  
"Postmodernism is a change-or-be-changed world. The word is out: Reinvent
yourself for the 21st century or die! Some would rather die than change."Leonard Sweet, cultural historian.
12/06/2005 Entry: "Online simply isn't about reach and frequency"
Tom Hespos nails it brilliantly in today's MediaPost Online Spin, When Will Online Measurement Stop Playing Follow The Leader? ...forcing online media to conform to outdated success metrics predicated on the broadcast model will sell our medium short. If we play broadcast's game, we will lose. I will not count the notion of reaching as many people as possible with a broadcast message among the Internet's strengths. But when we conform to reach and frequency metrics, we're positioning the medium against television and radio in such a way as to fail to play to our own strengths. Interactive, as the name implies, is strong in its ability to interact with people, not broadcast to them. Instead of making interactive play to broadcast's strengths, perhaps we should turn the tables a bit. Maybe we should force broadcast to account for the engagements it spawns, conversations it starts and influence it has over word of mouth. What? It can't measure that? My point exactly...
This is an enormous blind spot for broadcasters who are trying online to rebuild themselves in their own image. It won't work. The numbers just don't make sense, and the online advertising community -- with people like Tom lobbing the grenades -- is increasingly aware of it.
"The future is not something we enter. The future is something we create."Leonard Sweet
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