The New York Times > Business > Media & Advertising > Advertising: Advertisers Learn From Candidates: "'The blogs don't market themselves,' Mr. Hahn said. 'People self-select the blogs they read.' For that reason, they may be particularly effective ways to reach younger consumers, who often dislike having products sold to them but enjoy feeling that they have discovered something for themselves.
Some marketers are already experimenting with the form. Since last month, General Motors has been posting a blog devoted to a type of engine, known as the small block, that it developed 50 years ago for Chevrolets. Nike and others have hired Denton Media, the operator of eight gossipy blogs like Gawker and Wonkette, to create custom blogs. Ad agencies like Butler, Shine, Stern & Partners in Sausalito, Calif., and Yellowfin Direct Marketing in Boston have started blogs of their own."
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