The mass media don’t get it and that’s fine because for the likes of you and I and far sighted entrepeneurs this is a massive advantage!

The power of this new media cannot be measured but we’ve seen it flex its’ muscles on a few occasions now.

Power to the people indeed!

In 2004 Bloggers dug into the facts presented by 42 year old broadcast veteran Dan Rather on 60 minutes.

In less than one week CBS admitted it could ‘no longer vouch for the memos.’ Rather retired soon after.

Kryptonite Bike Locks.
In 2004 a bike enthusiast named Chris Brennan made a post to a biking forum stating that an expensive Kryptonite bike lock could be opened with a ball point pen.

As others found out this was true, the word spread like wildfire until the mainstream media picked up on the story and profits plummeted, damaging Kryponite’s reputation forever.

Dell Hell
Jeff Jarvis blogged about his problematic Dell laptop after getting the runaround by
clueless Technicians. Hundreds posted with similiar stories. Today there are over 2million references in Google to Dell Hell.

The mass media can no longer rely on decent results from ‘broadcast’ advertising such as television, radio and newspapers and are increasingly turning to the more targeted nature of online advertising and other innovative advertising such as pay per play.

90% of homes that have a TIVO or DVR (Digital Video Recorder)
skip all adverts.

Only 18% of all TV ads generate a positive ROI!

Media Mogul Murdoch told a group of newspaper and magazine owners:
‘Power is moving away from the old elite in our industry’