We all know that advertising to a non-traditional theater base is often like hitting a moving target. Sure, there are organizations like Plum Benefits that effectively recruit the non-traditional base, but from an advertising perspective it's not often that we see figures that suggest that a dollar spent towards a new audience immediately yields a dollar returned.
So, instead of chasing new audiences with online advertising, we have been testing numerous concepts in a semi-new trend called "social networking." This includes MySpace.com, Friendster, etc. We will be reporting on a lot of our findings over the next few months, but in the meantime simply wanted to pass along the article for you to review because it's clear that this is becoming a powerful channel in word-of-mouth communications.
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