Jeremiah Owyang, part of the Media 2.0 Workgroup, posted on his media consumption diet. Chris Saad and Brian Keith followed his lead. The commonalities aren't too surprising - lots of internet, little traditional media.
What's notable is the fact that these early adopters are engaged with media channels in inverse relationship to the amount of advertising money being spent therein. In other words, they're spending the most time where the least amount of advertising dollars are focused.
According to TNS Media Intelligence, through the first nine months of 2006, here's how media spend looks:
- TV: $47 billion
- Magazines: $21 billion
- Newspapers: $20 billion
- Radio: $8 billion
- Internet: $7 billion
But this disconnect doesn't end with early adopters. Forrester data shows that the media mix of North American households ranks roughly in this order: TV, Internet, radio, newspapers, magazines.
Looks like we're in for more shifting in 2007. How do you think this year's upfronts will play out? Some companies are going to be like Kevin Bacon in Footloose - the part where he's playing chicken but can't veer off the road because his shoelaces are stuck. Consumer behavior has made the shift to internet from TV unavoidable - they've tied companies to the gas pedal with no choice but to keep on going.
So for my "diet"?
- Primarily PC-based internet. Mostly RSS for news, some web sites are regulars. Only a few e-mail marketing lists.
- Mobile internet. Work makes Blackberry a must, so I'm chained to a clunky UI. Lots of RSS here, too.
- TV. All the shows I catch on DVR are from Fox and ABC. Or ESPN. Hint - avoid commercials, just tune in 12 - 15 minutes after the show starts. Later towards the end of the season.
- Magazines. Lots of subscriptions, never read them. See RSS, above.
- Newspapers. Ibid.
- Radio. None. Want to save the environment? Don't buy a hybrid. Sell your car and use public transportation instead. But doing so comes at the expense of radio time, which can of course be replaced with podcasts.
- Outdoor. Typically ignored as much as possible. There's much better stuff being done outside the US.
So - what's in your diet?