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The new publicity: the publicity informacional

Article in collaboration for Jose Llinares

Before the Internet appearance, the publicity was based on an unidirectional model of communication, where the means were limited, slightly plural and of limited aptitude of election (newspapers, channels of television, radio stations) and that suppressed advertizing general practitioner was generating and in many cases of scarce interest and where the recipient of the message did not have scarcely participation.

With the appearance of Internet and the digital revolution, the world of the mass media transforms, the facility and expansion of the hardware to generate contents and to distribute them, generates an information avalanche without precedents. Also you are new mass media make the change possible to infinite channels of a very easy way, causing a more diverse public, specialized and heterogeneous, what would come to be called ‘the long tail’.

Opposite to this new communication paradigm, where the user has the control (bidirectional model of communication) only the excellent contents and of interest for the user they have success guarantees. Opposite to self-centered approaches, of companies only interested in the self-praise, other companies try to offer excellent contents. For White Hen puts an example, a mark with a business based on the world offline, it offers thousands of kitchen recipes instead of choosing for a pure promotion of the mark, obtaining this way thousands of impacts that with a more corporate approach it would be unable to manage. This just is one of so many examples of companies that you understand that the times have changed and that the user is in the center.

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