Are You Ready for the Next Big Thing? New Media Is Dead! Long Live New Media!
Jenni Romaniuk
Ehrenberg-Bass Institute
It feels like only yesterday we were asking, “What is Facebook and how will it compete with MySpace?” The growth in new-media channels is a major challenge for advertisers and researchers. We still are learning about the effectiveness of the last wave of social media, even as the next tide of innovation already is upon us.
No new-media channel is a panacea. There always is much to learn about what something new can (and cannot) do. Early knowledge is...