Alan Kohler has written a piece on Crikey about the future of quality journalism … it’s a good read from a very smart guy.
However he is way off the mark with this statement. Way off.
“Advertising has become completely accountable — that is, there is no wastage with online advertising so the amount spent can be targeted and therefore can be much less for the same result and access to the same audience”
Advertising isn’t completely accountable online (measurable to an extent but there’s a lot of mystery around what happens) … and it’s up for debate that you can get the same result and audience for much less in a cost sense. If you compare media channels digital right now is generally more expensive than any other.
If anything – these are the 2 key areas digital/online needs to sort out.