AdAge left out a key criteria in their overview of mainstream vs. cutting edge advertising...
"While marketing prognosticators and technophiles rush into the future,
raving about the next big content delivery system or ad model, the fact
is most Americans -- notably adults with steady incomes -- still get
their content the old-fashioned way."
I agree, but how many of the key influencers are still doing this, but the bleeding edgers, trendwatchers, trendsetters, etc. habits are changing... you can't argue that. You don't have to reach everyone on the first try.. .you have to reach the right people... the people that other people want to be like. These are the people that are always trying stuff first and get social capital for that. There was a time horse and buggy sales were still strong, too, you know. If you're not adopting to new technologies, you're going to find yourself far behind very soon.
I mean, seriously, who would you rather market to, my 88 year old Nana, or her 27 year old RSS enabled grandson who she knows is cool and wants to be associated with. :)