Demassification really had a big impact on the magazine industry and companies because it more or less saved them from sinking, so to speak. By narrowing their target audience, companies saved big bucks that they were previously wasting on advertisements that were mostly being seen by people who were not only uninterested in their product, but also were not even the target audience in the first place. It helped the companies a great deal and also saved the magazines because with out advertisers the magazine gets no money and probably wouldn't be able to afford to keep printing new issues. I think that demassification is clearly a great idea but its odd to think that the idea of demassification wasn’t the obvious choice for magazines and advertisers at first. Its kind of strange that they ever didn’t think it through enough and they just threw their advertisements any old place not even thinking of the target audience or typical readers. Another way it impacted the companies is that since these advertisements were now placed in the right spot where their target audience would see them, they had more people purchase their products. I think that sales really has a lot to do with advertising and demassification, because if you think about it, you really wouldn’t make much profit advertising Estee Lauder products in Men’s Health now would you.
Wednesday, February 16, 2011
demassification, the life jacket for drowning magazines
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Tofflers's Demassification of the post industrial into the information as commodity age is still coming as a revelation to many in the business world. Not the least of which are those in Marketing. Marketing organizations, especially those involved in print, who had not seen fundamental change in decades, have had to come to grips with an alien business model. Ten years before today the model was from the few to the many (this in itself displays industrial revolution thinking), the new model is from the many to the many with the consumer as a participant. This has sent marketers and content providers into unknown territory of prosumers and multi-channels.
ReplyDeleteAlso consider that the analytical tools necessary for advanced consumer insights and the channels required for targeting to them, are still relatively new. An old saw in marketing reads: "Marketers know that 50% of their investment is wasted, they just don't know what 50%"