“What do you mean there’s no such thing?”
 
I mean, traits that at one time distinguished one type of media from another, no longer exist. I mean, you can’t sit down and buy different “flavors” of advertising and expect that tactic alone to be the solution in reaching your advertising goals.

Radio, newspapers, TV, the Internet… these media outlets are no longer different or distinct locations where you “decide” to advertise. Rather, they’re different faces of the same structure; the advertising and marketing business. It’s one big new economy; a new marketplace where the content and the consumer are the driving forces behind growth.

For example, though you may think of the radio, newspapers, TV, and the Yellow Pages etc. as different, unique places to advertise; every one of them has a website. Every one of those websites has text… and audio… and video.  Each of these platforms is available to you, the advertiser. These really aren’t such separate or distinct types of media at all.

So, what should matter most to you as an advertiser in this new marketplace? What should matter most when seemingly everyone has the same box of goodies to offer? The answer is IDEAS. When advertisers are out there saying, “Look, we’re confused, we don’t know the best way anymore to connect the value of our products and services to the customers who will benefit from them”, they will look to everyone and anyone for the best IDEA that’s going to generate the results they’re looking for. Your advertising media partners need to be idea generating machines!

So as you move forward in your pursuit of effective marketing and advertising, engage your media consultants and sales reps; have them explain to you their own unique skill set, their best IDEAS. Look for media partners who are willing to move beyond just throwing ads out into space, and instead want to listen to YOUR ideas, and together, build valuable connections with consumers.