The Buzz About the Buzz is Still Only a Buzz
Shula Bigman
With a recent leading article in the New York Times science section, 'Gossip' joined the world of media. The whole arena of word of mouth (WOM) – originally the transmission of spoken information from one person to another – is the latest, fashionable interest for marketers and advertisers.
Once, WOM was a poor relation of PR. But with growing media fragmentation and the switch from TV-centric planning to a broad-based, media-neutral approach, WOM has been attracting increased attention as an inexpensive way of gaining contact points...