What if there was no mass in the mass media? That may never happen, but Chris Rohrs, president of the Television Bureau of Advertising, wonders if media executives ponder the downside of niche marketing. "There's this sense that we should move away from mass marketing to one-on-one, that there should be a customization of the connection and not so much the mass marketing," he says. "We think that's premature and damaging. You cannot build brands with all this niche marketing. That can be a part of the mix on the edges, but you need a mass connection to build and sustain brands. You simply do." Rohrs points out that TV watching still constitutes 54% of the media that audiences "consume" and that it is still, by far, the best way to reach mass markets and build brands.
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