When News Is Not Really News

You and I have both seen it. Especially in politics and entertainment. It's quite common for products and services to be presented in such a way as to appear as "News". And sure, why not? After all, using the newsworthy nature of anything is the basis of good marketing. Everybody wants to know interesting things that they can share with their friends and families and coworkers too. But is there a cost to this practice? What happens when people become so accustomed to news that isn't really news that they stop paying attention to the news that is? It's a fair question and one that bears asking.

There have been many studies done over the years that show when we are repeatedly exposed to stimuli we become desensitized. This is not a big secret and it's the basis of this type of marketing approach. In fact the "Breaking News" we are confronted with from marketers is an attempt to overcome this phenomena. Good marketers know that stale information and presentation is death for the products and services they represent. That's where the idea of packaging as news came from in the first place. And it's one that works too. But for how long?