When firms can reach their audiences better than media companies can

Scott Karp over at Publishing2.0 (see recommended blogs, left) draws our attention to this.

It includes the tellling line: "The monthly web audiences for P&G (Proctor and Gamble) and Unilever brands now easily swamp the audiences of many magazines and cable and syndicated TV shows where they advertise."

If media companies think they deliver audiences, big brands are already discovering that they can find their own. And how much more targeted are these?

For my money, this is another great example of the need for media companies to become expert in engagement marketing, rapidly - and ideally rather faster than the companies who pay them to reach audiences...