Tracking the tools that decentralize the media. tools process ideas resources eventsav

unmediated

 

August 24, 2006

While marketing prognosticators and technophiles rush into the future, raving about the next big content delivery system or ad model, the fact is most Americans -- notably adults with steady incomes -- still get their content the old-fashioned way, from TV, print and Internet ads, Advertising Age reports.

According to Jupiter Research, 7% of American adults write blogs and 22% read them; about 8% listen to podcasts and 5% use RSS feeds. According to a separate study by WorkPlace Print Media, 88% of the at-work audience doesn't even know what RSS is. And recent data from word-of-mouth research group Keller Fay indicate 92% of brand conversations were taking place offline -- far more than the commonly assumed rate of 80%.