Very soon we’ll have to ditch the labels ‘old media’ and ‘new media’ as companies who grew up in the broadcast/mass media/I’d like to teach the world to sing in perfect harmony world shift gears to work in evolving media formats. Numerous studies and reports about cross-platform media are coming out to ‘prove’ this –like we need any proof– but we still see some pushback. The moment someone mentions the potential for blogs in the marketing mix, with or without examples like this, eyes still roll. For too many, it means venturing out of the comfort zone, as I wrote before.

The study by Universal Mccann and Knowledge Storm (cited in Marketing Vox) has some powerful findings. 53% of respondents (a survey of 4000 business and IT people) say they read blogs and that blogs influenced purchasing behavior. I was shocked by these findings: 46% said blogs had the same credibility as white papers. This in a B2B environment!

So I think we’ve gone past that old media/new media dichotomy. The real problem is between old marketing and new marketing types!