There’s an old adage that recommends that you “fish where the fish are.” Well, President Barack Obama was answering questions on YouTube yesterday while Vice President Joe Biden was tacking questions on Yahoo Answers. Do you think they know something that marketers should know about where the fish are?
According to The State of the News Media 2010 by Pew Project for Excellence in Journalism, only online news and cable news have seen audiences grow during the past three years. During the same period, the audiences for network news, local TV, magazines and newspapers have declined.
So, if you wanted to get your message to voters — or consumers — across the country, would you be shifting more of your efforts to the news media that reach them? As the Pew Project for Excellence in Journalism says, “the data continue to suggest a clear pattern in how Americans gravitate for news: people are increasingly ‘on demand’ consumers, seeking platforms where they can get the news they want when they want it from a variety of sources rather than have to come at appointed times and to one news organization.”
That’s why President Obama sat down with YouTube for an interview featuring questions submitted by users from around the world. In the six days that voting was open, YouTube received 139,632 questions from 193,066 people who cast 1.38 million votes.
And that’s why Vice President Biden headed over to Yahoo Answers for some social media interaction.
Now, it isn’t just the President and Vice President’s handlers who have figured out this media shift. As Kate Kaye of ClickZ reported yesterday, “Tea Partiers Were Most Active Social Site Users in 2010.”
So, note to marketing executives: Ask your corporate communications director or public relations firm to show you their A-list of media contacts. If everyone on the list is from network news, local TV, magazines and newspapers and no one on the list is from online news and cable news, you aren’t fishing where the fish are. The fish have moved.