Reckons on media are everywhere in this business. No one uses Facebook. Instagram is over. I haven’t watched the TV news in 10 years.
And so on.
Reckons on media are also worthless.
The reckoners – people who work in ad agencies and media agencies and marketing departments – are nothing at all like the average Kiwi.
We’re weird, and not in a good way.
So, keep your reckons. Give me some research.
One of our favourite pieces of research is NZ on Air’s Where are the Audiences?
It comes out every year, it’s robust and it speaks truth to reckons.
If you’re reading this blog, then you should almost certainly read the report too.
Here are our top line takes. What are yours?
Radio. Not dead. A trusted place to run a brand message.
Paid streaming. Slumping. Cost of living or lack of content?
YouTube. Killing it. Why would a brand not have video content?
TV. Also, not dead. And its audience is highly engaged and trust it.
And here’s a twist to finish. It’s definitely not covered in the report but check this out. The Onion – once a printed satirical newspaper and now a global web phenomenon – is getting back into print. True story. No joke.