Traditional media is dead. Long live traditional media!

very same apps.

"There are two avenues to awareness," said Scott Rasmussen, Creative Director of iBrand Central (ibrandcentral. com), a site that specializes in blending traditional media with social media to bring attention to iPhone/iPod Touch applications. "On the one hand, you've got the grass-roots, word-of mouth approach that begins in the halls of Facebook, Twitter, and countless blogs. And on the other, you've got traditional media that, if utilized properly, can be very potent."

To clarify this, Scott mentioned an iPhone medical application that helps consumers decide which action to take based on specific symptoms. "People who download the application may then go to their Facebook page and enter a blurb about it. Their friends will read the blurb and someof them will try the app and mention it on their Facebook pages, and it grows from there. And that creates the bottom up component."

Scott continued, "At the same time an ad or a press release appears in a national publication, over a million people learn of the application. Out of those, tens of thousands

download the app and blog, Facebook, or Tweet about it. The bottom-up and top-down strategy is a powerful approach."