Today, we launched a new blog on Hammock.com called Custom Media Craft. We'll soon be merging into the new blog lots of the items we used to post as "case studies." Our focus on the new blog will be to provide ongoing insight and observations on the crafts -- including lots of how-tos -- that are related to creating and managing successful custom media -- print and digital.
To kick off the new blog, we've posted a piece on a concept we're calling (although, we're sure many others have used it before, so we're not "coining" anything here) Mediacasting. The idea we're looking at is this: For most associations and non-traditional media companies, the reason to embrace digital media is to get your message to those who can act on it: your members and customers -- and to enable them to respond. For some reason, however, most associations and corporate digital marketers still use an advertising business model metrics -- page views or web traffic -- to drive their web strategy. Our post -- along with an accompanying post with some specific ideas for "webcasting" in 2008 -- takes a look at what your goals with digital media should be.
