How 'post-TV' are we?

New Media: a developed economy model

In developed consumer markets, where new communications models are being erected at warp speed, the consumer's lifestyle is conducive to heavy consumption of brands and media. The result in markets such as the US, Europe and Japan is that marketers are leaving traditional media channels and finding more effective ways get to this evasive consumer: social media, product placement, word-of-mouth strategies etc.

Old school is still cool in SA

The average South African consumer is not nearly as brand and media wary as the wealthier consumer who flicks between loads of pay TV channels, can afford three or four magazine titles a month, has internet access at home and work, etc. If this is the case then free to air TV channels, radio and a bit of cheap print is still the overwhelming favourite for any media planner aiming for maximum reach.

Old is the new new!

Instead of seeking to enter ‘white space' or develop sophisticated new media strategies why are we not seeing better concepts in ‘old media' spaces? This now forgotten frontier in major consumer markets still holds huge value for South African marketers and perhaps it just needs to be approached with fresh eyes again.