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Media Fragmentation, It Always Seems To Happen

How much has media fragmentation affected your audience and at what cost? How can you use traditional and social media to your advantage?

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How much has social media fragmentation affected your audience and at what cost?  Traditional media tries to entertain an audience and keep it, so they can then sell advertising within that form of entertainment.  While the programming and editorial content has become corporate blah for the most part audiences, have rushed over to other venues as their form of entertainment, namely forms of social media.

If you’re a local business, who has relied on traditional media as the way you share your image, brand or sale, how with the masses, much time has been sucked away from the traditional media platform that you use?  We’ve all seen the numbers of how many people and how much time is spent with social media.  I have people ask all the time, “Where do they get the time?”

Individuals that are spending time with social media didn’t just appear out of thin air, that time has to come away from something, somewhere, and my guess would be that a significant amount is coming from traditional media, at the expense of some local businesses.

media fragmentationSocial media is great, I use it, I dedicate time to it personally and professionally, most of the time that social media occupies today is at the sacrifice of traditional media.  Not one, in particular, just a combination of them, mostly because I enjoy to content and find the information more valuable through social media.

So what does the local business owner do?  Traditional media isn’t going to get any better.  Just talk to an old newspaper veteran, or someone from TV back when there were only three stations, or a person from radio when there were no duplicated formats in a market.  Media fragmentation has occurred — irrevocably, and it’s ok, it makes it more difficult for the local business owner as if today’s economy isn’t enough to deal with.  It makes a lot of our jobs more challenging, but how much fun would our lives be without any challenges!


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Mike Frey

Prior to co-founding Paradux Media Group Mike spent more than 15 years in the world of marketing and advertising. During that time working with hundreds of locally owned businesses he developed an appreciation for minimizing client’s dollars while maximizing tangible results for those clients.

His unique approach to buying media does not follow convention, but it does yield results that exceed those experienced by the more traditional methods. His goal is to provide only the assistance a client needs – and no more, thus minimizing unnecessary cost to the client

Mike is a talented and prolific script writer, ensuring that the client’s brand position is portrayed in a unique and attention grabbing manner. He specializes in story-arcs which evolve both the understanding of the clients’ brand as well as the capture and engage customers’ attention over time.

Mike learned marketing and advertising the hard way — selling it for a living. He was mentored by some of the brightest media, marketing, and advertising minds in the business and was extraordinarily successful in his endeavors. His clients universally agree that he brings a practicality to the business, appreciating their needs while offering options that will allow them to leverage their marketing investment into the future.

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