G'day! Thanks for returning!
My erstwhile colleague-in-arms David Jones points to a Canadian report (out of Canadia? — I never tire of finding inconsistencies in English that must drive foreign learners of our language insane) that points to some interesting facts about the Canadian market.
Seeing that Canadia is very similar to Australia in cultural heritage, it’s interesting to note that:
- new media (blogs, podcasts) are seen as twice as credible (20% vs 10%) by 18-24 year-olds vs. the national average.
As David himself says, “That’s a number that I’ll be watching closely in years to come as this age group gets into positions of authority and influence in their careers.”
Apex boss, Pat McNamara sums it up:
“It’s clear that if we want to communicate with the public we need to understand where they get their information and how they are making decisions.We can’t abandon traditional media, but we also need to understand that it’s becoming increasingly vital to talk to audiences through multiple channels.”
