I really, really, really need to stop even glancing at trade press headlines. I read the headlines and discount them way too quickly, yet give them a chance and read the story hoping for salvation, only to find my discounting was correct. To wit…
Ad-On: Uptick in young demos watching TV spots from MediaPost. That’s interesting, but as soon as I read the headline and when I clicked I was hoping to see some sort of reference to yesterday’s lead headline in MediaPost, i.e. that heavy TV watchers are also heavy Internet users and they tend to do both at the same time. So, extending that to this story, even if they are “watching” w/in the parameters of the much vaunted C3 style on DVR, they’re probably still multi-tasking and probably don’t pay all that much attention to the commercials (or the need to fast forward through them) the headline says they are “watching”.
Alas, this connection was not made. And this lack of connection is especially sad when you consider MediaPost covers, um, the media industry and their primary vehicle for covering the media industry is digital and if a media vehicle that covers media doesn’t realize that media usage isn’t linear anymore and that you can’t assume someone read yesterday’s lead headline and/or story then read today’s lead headline and/or story to put two and two together and think critically about both pieces who does?
Yeah, I get the sources in the story were different and though I didn’t and don’t plan to check if the reporters were different for each story, an editor somewhere should’ve caught that the lead headlines in subsequent days are somewhat relevant to each other yet take pretty different POVs. What a great opportunity for a digital media vehicle covering media to open up a conversation about the topic at hand – how much “watching” is really going on even if people aren’t fast forwarding through spots given the heaviest TV viewers show a habit of being heavy Internet users while “watching” TV?
Instead, depending on who saw which lead headline when you get people who are only half informed. And, frankly, today’s story is the kind of pandering to “old” media – it’s OK, young people are watching TV commercials – that drives me crazy. Read w/o yesterday’s story for context, it seems to advocate sticking to one’s guns vs. changing.
And, really, don’t we all need a little change?