Resuming the work on an exciting but very challenging project on integrating online and offline media planning - something that there isn't a whole lot of available knowledge to draw from - I've decided on a formula to try and make some headway finally : to start from the scratch of first principles
This after a couple of false starts and dead ends caused in no small part from the sheer overabundance of information that's out there. I've realized you need to create that mental space of stillness in the midst of all this movement to evaluate what exactly you're looking for, which bits if information cut it and which don't.
So I am starting off now with nothing more than an end objective and two boxes (one each for online and offline) on a blank spreadsheet.The idea is to populate them with the information at hand , identify what's missing and then set about getting them. No guarantees it will work but I am cautiously optimistic ! It'll be my pleasure to report on a happy ending , though the ending itself will be obviously confidential :)
Meanwhile the phenomenon of ''You Tube Stars' marches ahead. Here's a survey report that shows American teens ranking them ahead of 'mainsteam' celebs. But the whole point is that what constitues 'mainstream' itself is becoming more and more contentious !
Thanks for reading
Cheers
