The Center for Media Research MediaPost blog posted an interesting study summary yesterday by Jack Loechner entitled New Media An Important Place To Be Seen for the influence of purchases.
The most recent BIGresearch Simultaneous Media Survey shows that, while traditional media still rank on top in the influence of purchases, many are declining in influence and some are showing double digit losses over the previous year. At the same time, says the study, many new media options are showing double digit growth.
Let’s look at the reported Percent of Media Influence on Electronics and Year over Year Growth for Web Radio: up 14.4%, Satellite Radio: down 6.9%, Radio: up a tiny 0.8%, Newspaper down 1.2%, Magazines down 3.7%, TV/Broadcast down 13.9% and Cable down a whopping 14.4%. And we don’t expect the trend to slow down any time soon.
All the more reason, really, for advertisers to be looking in the direction of new media sites like BlogTalkRadio. That’s also great news for our hosts enrolled in our Revenue Sharing program or taking advantage of our Business Solutions packages.
Gary Drenik, President of BIGresearch, concludes that “It’s no longer enough for marketers to advertise only a slogan… (they) need to better understand the changing dynamics of the consumer media market and develop new marketing plans that integrate new media to replace the erosion of traditional media for influence to purchase… “
Traditional media is still on top make no mistake, but if this trend continues, they’ll be eye to eye before you know it with the newcomer media looking to take the tops spots. Where are you putting your advertising money?