In the past few days I came across different media that are quite picky on the advertisers they allow in their publications, on their sites and channels,...
Blag magazine being the most notable example. They don't have any advertising, just brands worked into their content, but brands they like to work with which they deem important for their audience (thanks for another Campaign column Russell).
I think the value of a dedicated audience and dedication to your audience are things that major networks and broadcasters (especially in Belgium) fail to understand. We seem to be living in opposite world when you look at how it can be done.
Every week I get about 10 different messages, telling met that a program has scored really well. The proof this statement is usually limited to a percentage of a very specific group (often narrowed down for dress-up purposes). Now that wouldn't be a bad thing if they talked about the things their specific audience cared about but no... we're still in the era of RFP 18-54 (or 26-32 and a half if that makes things look better...). They don't give me the feeling they care about their targets or what makes them tick, they're just there to make the media look good.
I understand there is quite a lot of work to be done before we can really get a more qualitative view of mass audiences, but please don't act as if I'm looking for a particular group when you just want to use it to be able to have some graphics in your presentation that go up...
I'm waiting for the first Blaglike initiatives over here, and pray that they will hurt the culprits until they start realising that they really need to reconsider their audience AND their reporting manners...
