If marketing focuses on the four p's, then ad planning often boils down to three m's (medium, message, measurement). Where's your audience, what will they respond to, and can you track their response.
A study by the Pew Trust released today, makes a strong case that educated audiences looking for news are turning to online outlets as their medium of choice. The study shows 60% get some of their news from online sources. And online trails only local and national TV as a medium of choice.
For budget conscious arts groups trying to attract more affluent, educated individuals it's a strong case for allocating many of your media dollars away from print. Tracking response is inherently easier online, we've always known that. But it's still been hard to move away from old reliable print vehicles. This study is one more reason to assess your advertising allotment very carefully this year.
For the full report from Pew, use this link. The summary and the full PDF are available.
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