Traditional media outlets like television and newspapers
frequently use the term “new media” when referring to Internet-based
technologies, from the simplest e-zine to YouTube to MySpace. Yet, that
phrase seems completely out of touch with the reality of the situation. The
Internet as we know it has been around for nearly 20 years, and the Web—with
all of its blogs, search engines, social networking
sites, and forums—is almost completely integrated into our society. As Ciaran Norris points out in an October 28, 2008, article,
“For millions of people, the internet is simply another way of accessing
information, no different from the TV, radio or magazines. It's not new media,
it's just media.”

However, in titling his article “New Media Is Only New If You're Old,”
Norris points out that the Internet continues to be a new-fangled device to
more mature generations. While today’s young professionals grew up cutting
their teeth on computers, many older folks still have not adapted to the
changing tools of the world. They’re still using phone books while their
kids—and coworkers—are surfing the Web.

The key to effectively using this so-called “new media” is
keeping it accessible to your audience, some of whom approach the Internet with
trepidation. While twenty-somethings buying concert
tickets won’t be overwhelmed by flash players and other interactive features, a
senior citizen trying to learn more about Medicare might have a heart attack if
confronted with too many bells and whistles.

So while online advertising and marketing is certainly the
way of the future, it’s important to remember that the generations of the past
are learning to use these tools today. More and more older
adults are venturing out into cyberspace. Many initially turn to e-mail as a
way of communicating with their children and grandchildren, but once they
connect to the Internet they become potential customers. But they only stay
that way until they’re confronted with a Web site that’s confusing or hard to
navigate.

Audience awareness has always been a crucial aspect in
successful marketing campaigns, but its importance is only amplified by the age
divide created by the Internet. Depending on the goods or services you’re
marketing, it’s essential to keep the less computer
savvy in mind. Because even though “new media” has become mainstream media, it is still new if you’re old.