In a blog entry on Modern Marketing called, How The Soap Box Beat The Loudhailer, James Cherkoff outlines how the soap boxes provided by the internet beat the loudhailer of mass media advertising.

"Advertising folks are always banging on about the perfect idea and the genius insight that creates a powerful campaign. One that will change people's behaviour and drive sales and vast shareholder value. But the world has changed. The tectonic plates that the marketing industry sits upon have shifted. What adfolk don't get is however great their ideas - no one cares anymore. Let me explain why..."

What follows is a potted history of the ad industry and the internet. While Cherkoff focuses on the growing trend to switch off the TV and log on to the internet, the article provides a perfect context for discussing a range of ideas about the fundamental differences between the mass media and the internet, why the internet provides far more opportunities for charities than it does for commercial marketers, and how charities can ensure they have mutually beneficial relationships with supporters simply by letting them talk. I hope to discuss some of these ideas in future posts.

Brad Bell