In my few hours of research, pouring over such luminaries as SeoBook.com and SeoMoz. I’ve determined that the only way that any media will thrive is to downsize it’s budget and increase relevance.
There is a certain point, in any process, where you stop gaining as much from pouring excess resources into the project. As anyone knows, this is the law of diminishing returns. You can put $1000 into a junk car that might run for a few more years, or you can drop $30,000 on a brand new car that might last ten. If your only function (aside from maintenance) is transportation, not aesthetics, certainly each car provides transportation. A few extra dollars might go well towards reliability. It’s a fair bet that a $10,000 used car will provide the same sort of transportation value as the $30,000 new car. This is the point where diminishing returns begins.
So, as a logical extension of this, I take my gaze upon the media, and conclude that they cannot sustain themselves on multi-million dollar advertising campaigns. We all know what CocaCola is. Advertising at this point, provides name recognition and no measure of the experience one can expect with a product. We turn to friends and social networks (including the almighty internets) for this.
Is a multimillion dollar ad campaign really necessary to provide name recognition? Wouldn’t a saturation of the internet conversation be sufficient to generate some sort of collateral interest with a minimal investment?
Don’t your best ideas come in short form, only to be destroyed when you work them out to unnecessary complexity?
Hence, micro-advertising, where the rise of the ideas surrounding a product drive the marketing material surrounding it, which inform the ideas, which goes back to the marketing group. A large mechanism for this is terribly inefficient and could adapt much from the agile software development world.
