TELECOM Digest OnLine - Sorted: Did You Say Dogging or Blogging? Brits Confused

Did You Say Dogging or Blogging? Brits Confused

Jeffrey Goldfarb (reuters@telecom-digest.org)
Tue, 27 Sep 2005 17:24:15 -0500

By Jeffrey Goldfarb

Proponents of the latest Web trends were warned on Tuesday that the
rest of the world may not have a clue what they are talking about.

A survey of British taxi drivers, pub landlords and hairdressers --
often seen as barometers of popular trends -- found that nearly 90
percent had no idea what a podcast is and more than 70 percent had
never heard of blogging.

"When I asked the panel whether people were talking about blogging,
they thought I meant dogging," said Sarah Carter, the planning
director at ad firm DDB London.

Dogging is the phenomenon of watching couples have sex in
semi-secluded places such as out-of-town car parks. News of such
events are often spread on Web sites or by using mobile phone text
messages.

More people (56 percent) understood the phrase "happy slapping" -- a
teenage craze that involves assaulting people while capturing it on
video with their mobile phones -- than podcasting (12 percent) or
blogging (28 percent).

"Our research not only shows that there is no buzz about blogging and
podcasting outside of our media industry bubble, but also that people
have no understanding of what the words mean," Carter said. "It's a
real wake-up call."

A blog, short for Web log, is an online journal, while podcasting is a
method of publishing audio programs over the Internet -- a name
derived from combining iPod, Apple's popular digital music player,
with broadcasting, even though portable devices are not necessary to
listen to a podcast.

DDB, a unit of New York-based advertising group Omnicom, said the
survey results indicate that agencies may be pushing their clients to
use new technology -- that is, to advertise on the new media formats
-- too quickly.

"We spend too much time talking to ourselves in this industry, rather
than getting out there and finding out what's really going on in the
world," DDB's chief strategy officer David Hackworthy said.

Copyright 2005 Reuters Limited.

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