March 20, 2004
fragmentation management
A good Fast Company article about “blogvertising” i.e. business blogging.
Some of it will be quite old news to the hardcore blogvertising geeks (or anybody who reads gapingvoid, heh), but it’s a good read nonetheless.
Dynamite, indeed. The burgeoning blog world – 1.6 million keyboard tappers at last count – is making big inroads into corporate culture. From tech companies like Microsoft (which says it “respects and supports” blogs like Scoble’s) and IBM to decidedly nontech outfits like Dr. Pepper, companies are starting to use blogging both as a medium to market products and monitor brands and as an internal knowledge-management tool. To meet corporate demand, both UserLand and Six Apart, makers of popular blog software programs, are coming out with enterprise-level products later this year.
The issue isn’t about whether micromedia will ever become macromedia. The issue is about how/when macro will become micro. I say ‘faster than most people in the biz would prefer’. Sure, there will still be old-school sponsored TV shows and whatnot for a long time to come. Henry Ford didn’t make the horses extinct.
The big money in advertising is not in ‘creative’ or ‘media’. It’s now in something much bigger than either i.e. “fragmentation management”.
