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The manifesto dissected: media is not created equal.

First off, let’s address the media versus medium thing. Yes, we know the word “media” is plural. Just like we know the word “data” are plural, too. (See, that last sentence looks weird, doesn’t it? Same for strata, criteria and agenda. How many of you have ever said, “Today’s agenda are…?”) So, let’s stick to common usage and save the grammatical debate for another time. Yes? Good. Now, back to the task at hand.

Media is not created equal. What do we mean? It’s simple really. The media you use to engage and connect with your audience matters. It matters a lot. It matters so much so that companies were willing to spend $3MM dollars last month for a 30-second Super Bowl spot. (That’s $100,000 a second for those of you keeping score at home.) Think about that. That’s a lot of cheddar. For that kind of cash, what kind of ROI are you really expecting? Don’t get us wrong, we still think traditional media has its place, but it’s just one part of the mix.

More and more, marketers are finding that exposure doesn’t equal engagement when it comes to moving hearts and minds… and market share. For over 28 years, we’ve helped clients establish audience/brand relationships that run deeper, last longer and translate into action faster that those formed through traditional dialogue. The media you choose to deliver your message matters. And it’s definitely not created equal. A television commercial isn’t going to get your audiences to  interact with your brand. A radio spot isn’t going to get them to do this…