Is it Internet buzz if you read about it in the straight media, hear about it on television?\u00c2\u00a0 Isn’t that why it’s important to BEGIN WITH, that it’s happening OUTSIDE the system, and if you co-opt it and try to amplify it do you add to the buzz or are you just reporting a narrow phenomenon?\u00c2\u00a0 In other words, can the straight media INCREASE Internet buzz and does it create worthwhile buzz unto itself?<\/p>\n
Newspapers need stories.\u00c2\u00a0 As do television programs.\u00c2\u00a0 People selling stuff know this, so they constantly feed these traditional news outlets.\u00c2\u00a0 You’d be surprised how many seemingly-newsworthy articles have been placed by publicity agents.\u00c2\u00a0 So, a film studio looking to promote its new flick notices a bit of buzz on the Net, and then tells everybody in the straight media and it’s a STORY!\u00c2\u00a0 Or is it?<\/p>\n
Now if you just want people to check a site out, straight media can do a job.\u00c2\u00a0 But how effectively?\u00c2\u00a0 When the "New York Times" covers Web stories in the Business section on Saturday do readers fire up their browsers or just digest the information?\u00c2\u00a0 In other words, do people learn about what’s going online OFFLINE?<\/p>\n
A bit.\u00c2\u00a0 But not really.\u00c2\u00a0 Online you hear about sites from your friends, via e-mail, via IM.\u00c2\u00a0 Or you’re referred by sites you trust.\u00c2\u00a0 INHERENTLY, old media is out of the loop, so it has VERY LITTLE EFFECT ON WHAT GOES ON ON THE WEB!<\/p>\n
It appears that the Net hoopla over "Snakes On A Plane" didn’t really exist.\u00c2\u00a0 For if it did, grosses for the flick would have been MUCH HIGHER!\u00c2\u00a0 There WAS awareness, but not INTEREST!<\/p>\n
Compare "Snakes On A Plane" to "Da Vinci Code".\u00c2\u00a0 Both got shitty reviews, but people went to see "Da Vinci Code", because they were INTERESTED.\u00c2\u00a0 The hype for "Snakes On A Plane" was akin to driving by a car wreck.\u00c2\u00a0 You took a look, but you didn’t want to stop.<\/p>\n
How many times will this scenario play out before straight media hype is revealed to be what it truly is, hype.<\/p>\n
But it’s not only a question of straight media trumpeting a Web phenomenon, the question arises whether you can BUILD a Web phenomenon.\u00c2\u00a0 Whether you can truly drive traffic, or does it happen SPONTANEOUSLY?<\/p>\n
Look at the O.K. Go YouTube videos.\u00c2\u00a0 They weren’t driven by any hype\/effort by Capitol Records, the PUBLIC latched on and spread the word.<\/p>\n
The age of manipulation is dying.\u00c2\u00a0 Oh, it will never disappear, but when you read the stories about deals with MySpace and other Websites know that it’s old farts feeling powerless in the new age and looking for SOME way to break bands.<\/p>\n
But in a world where you can hear EVERYTHING, and you can on the Web, why settle for the CRAP?<\/p>\n
Labels can hype their priorities all day long, but no kid’s gonna forward a link if he doesn’t like the music.\u00c2\u00a0 It’s not like the days of yore, with the narrow gatekeepers of MTV and radio resulting in a closed world from within which the public had to choose.<\/p>\n
If "Snakes On A Plane" had been good, it would have done well in theatres.\u00c2\u00a0 But there was nothing to make people believe the flick was any good, so they stayed home.<\/p>\n
Now you know why major media is scared.\u00c2\u00a0 The RULES are different.\u00c2\u00a0 It’s less about the sell and more about the product.\u00c2\u00a0 And the sell can be perfected, but the product can’t.\u00c2\u00a0 And this is very worrisome for those who employ the old rule book.<\/p>\n
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