How the internet can help and hurt marketing decisions.
I remember where I was when I got “the article”. “How Teenagers Consume Media” hit my desk when a friend in the ad community sent it my attention for my opinion. My first reaction? Oh, we’re in for a headache. It was my foolish hope that the community (both publishers and agencies) would help smooth over this faulty, improperly (in this case, meaning not) cited and biased report; however, within days I was watching the local media pick up the story and perpetuate the problem. Why is it that the local industry, that has access to and demands relevant research reporting would fly into such a tizzy over an international report (UK) written by a young bank intern with no credible experience, a limited sample size and a biased methodology?