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Earn Your Media: The Mission Behind Method's Madness (fastcompany)

This year, Method ended its investment in traditional advertising to focus on
social and digital, where the advantage shifts from companies with the most ad
dollars to companies with the most compelling mission.

Few of the opportunities today present as many advantages to the next
generation of entrepreneurs as the big shift from paid to earned media.

To clarify, paid media is any form of marketing that requires you to pay a fee
for the privilege of interrupting a predictable number of consumers. That
includes the commercial that you fast-forwarded through while enjoying a
Storage Wars marathon and the print ad in US Weekly right next to “Stars,
they’re just like us!” In contrast, earned media is any media your brand
receives for free, like press coverage, social media hits, blog posts, or
YouTube videos. In each case, the media is earned by creating something that
people actually want to participate in or share.

Previous media shifts--newspaper to radio, radio to television--were simply
transitions from one form of paid interruption to another. Even when the
medium changed, the biggest advertisers still held onto the advantage. But
emerging social and earned media distinctly favors young, fast-moving
businesses over ...

fastcompany