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With all the hype and interest of the Internet, you would think it has the lion share of media dollars. Instead it seems that pr clients, media buyers, and pr marketing strategies are still embracing old habits of media—broadcast (TV and radio).

It surprised me a little since I see a lot of pr clients, as well as ad agencies placing millions of dollars into the Internet with ads, keywords, social media money, etc. But I think you need to evaluate what is really happening. First, we are in an election year. And actually last year had many legislative issues that the people voted on which fuels the media in the strongest markets through TV and radio. That could be why these past 18 months have shown a surge in traditional broadcast media buying. There is a great article in iMedia Connection that has a graph and explains further, by the author, his viewpoint on this topic. The title of his article is “Get more relevant with niche media

If you are seeking different ways to grow your business, then maybe this is the time to get noticed. Start developing a social network, a company blog site, or begin using your web site to attract more customers. When one segment of an industry such as TV or radio are scarce with ads of your competitors, then switch back. But keep in mind that timing is everything. If you are a B2B company, or a retailer, or a manufacturer, then check to make sure you are not promoting, advertising your company in a down time. Such as Christmas, unless you are selling hi-tech stuff, or toys.

We are now entering a heavy media buying season for political campaign advertising, re-think where you spend your marketing and advertising dollars. I would recommend that you look into establishing an online campaign. These are much less costly than a TV campaign. And it will generate a lot of customers, as well as create a branding position for your company or products. PR Clients need to be more sensitive to this as do media buying agencies, media buyers and advertising agencies. This goes for publicity professionals as well. PR Agencies need to better understand how to use online publicity as a means to be visible for pr clients. While the broadcast media gets hammered with political campaigns, then immediately following is the holiday season, promotions now can be the best time to develop that needed online campaign.

Take advantage of the next six months by establishing your company to be positioned on the first page of all the major search engines. Even at the top, maybe the top three positions. And it is possible to do this without purchasing a lot of keywords. I can’t go into how to do that in this short blog, but I will be more than happy to explain how to do this effectively and get results. Just call me, George Carson, at 949-477-9400.

The old way to identify a pr marketing strategy or media profile was to check the TV programs, or the radio station and place your ad accordingly to the age, and type of people you wanted to reach. That is what the media rep would tell you. This was also true for print media. But now you need to re-think how you buy media.

If your pr marketing strategy, or media plan is based on the old school of demographics, then you are probably wastingdemographic study money. Today, the new media of social networking, as well as the more sophisticated means of identifying demographics for traditional media has changed, and for the better. Let’s say your pr marketing strategy is to reach the average male/female in the mid 20″s to late 30’s. You would probably think that MTV is the best deal. What if you had a client that wanted to reach an older demographic (over 40-45), would you consider MTV, probably not. But think again. MTV actually has only 36% of its audience is in the 18-34 age category.

Here is another example of how we “used to think”. Let’s look at ESPN. Usually a heavy male and football station, but times have changed so has the demographics. No longer it is a male dominated station. Over 24% of women watch ESPN.

Want to hear another wild statistic. How about the AARP.org web site? What are your first thoughts when you see the letters AARP? Old, grey hairs, and probably in an assisted living complex, right? You would probably create a pr marketing strategy of 55+ targeted at this audience. Not true anymore. Over 46% of the AARP site visitors are under 55 years of age.

It is getting more difficult to find and target your media when you use the old school of thinking. Internet media is more focused on specific demos, and actually reach the people you want. And it is monitored easier. You can find more of these facts and a lot of great information in an article called “Time to give up on demographics”. Well written, and makes a lot of sense.

Do your research and check out other media sources for the latest ways of making sure that your pr marketing strategy is on target.

It is best you start thinking of habits, rather than age, or gender. Buying habits or viewing habits will be a good pr marketing strategy not the old school of buying media.