Apparently, the Internet isn't a "mass medium.” Of course, that’s wrong.

Can you believe this?

Some folks out there actually believe that the Internet isn’t a mass medium.

According to one line in the report, “marketers will actually find traditional media to become increasingly important because of the relative scarcity of ways to reach masses of consumers.”

Now I’m not one to swear in these pages very often, but, what in the hell is that? “the relative scarcity of ways to reach masses”?!? Have these folks not heard of broadcast and cable television; terrestrial, satellite, and Internet radio; mobile; email; Internet; iPods; DVR’s; VOD; WOM; games; etc. If that’s scarcity, abundance might crush us.

Here’s the thing. Well, two things. First, according to Internet World, almost 69% of North American consumers now use the Internet. Second, the latest Nielsen ratings, according to IMDB.com, suggests that “Never in television history have the four major television networks drawn fewer viewers than they did last week.”

Yeah. That sounds like a winner for the long haul.

technorati tags:internet, media, research, marketing