Like it or not, new media has emerged as a major player in advertising and marketing, the Internet and wireless technologies. New, different and consumer driven, new media is not going away any time soon. The media revolution is here and it does not play by the same rules as traditional media.

As a kid, I was the last one to leave the library. When we took vacations by car, I always had my nose in a book in spite of parental concerns that I would ruin my eyes.

One day I hoped that I would achieve enough success to be able to afford a huge library. Today that's a reality, and it's called the internet. I'm still one of the last ones to leave the "library" on the east coast --- sometimes at 2:00 AM. The beauty of this new "library" is that it's 24/7 with very loyal customers.

Today, before making a purchase, taking new medicine, or making financial decisions, a large percentage of people conduct online research in this 24/7 library. Consumers are spending a larger percentage of the online time with content and on popular social-networking sites. In 2001, many manufacturers and publishers were wondering whether to include new media in the mix.

Today, there is no question regarding the importance of the new "pull" media fueled by new technology and consumers. Internet users are spending nearly half their online time visiting content - a 37% increase in share of time from four years ago and nearly as much time as spent on communications and commerce combined - according to a four-year analysis of the Internet Activity Index (IAI) issued by the Online Publishers Association (OPA).

The IAI is a monthly gauge of the time that users spend with e-commerce, communications, content and search; it is conducted by Nielsen/NetRatings.

Does that mean that you should shift the greater percentage of your media budget to new media? Definitely not.

A question was raised by one of our visitors regarding how one might use new media in campaigns.  One example involves Lance Heft, a client of ours.  After a 25 year search, Philadelphia business man and book author, Lance Heft, finally locates his fourth grade teacher, Louise Zulick. The search was important to Heft for so many reasons. He wanted to pay tribute to Louise for her faith in him, and he wanted to say thank you to the woman who played a critical role in his childhood development and in his life.

We could have simply presented the check to the American Cancer Society and invited the media, but we included new media. As the father of two girls, Lance feels strongly about giving back for research so that perhaps a cure will be found. The video ties into Father's Day and the love that he holds for his wife and family.

Check out: New Media in Action Giving Back http://www.crestonadvertising.com/services/newmedia.html

Podcasting interviews, under the Tune In heading provides an opportunity for a behind-the-scenes peek at high profile restaurants.  The podcast gives you an overview of the restaurant, the owner, how the restaurant started, special dishes and a behind-the-scenes look at the day-to-day life of each restaurant.

http://www.crestonadvertising.com/services/podcasting.html

And, it does not necessarily have to be a high profile restaurant...it can be a new pizza parlor with an innovative twist on pizza.  Podcasts are also useful for a behind-the-scenes look at almost any business venture from a new product to a new medical technique.  It should be interesting and informational in nature. 

Remember one important point -- Podcasts are not commercials. 
Like a strong financial portfolio, your marketing plan should be diversified.

www.crestonadvertising.com