Daniel Bobroff

Daniel Bobroff is chief executive of Microtime Media

Ask so-called and often self-styled “new media gurus” their opinion of the role of the new media versus the old and you can guarantee yourself a short nap as they drone on with carefully chosen and frequently deployed techno-babble. At the end of it all, ask yourself what you have learnt. Apart from the art of boring someone rigid, you’ll be lucky to come up with much else.

But beyond the techno-boredom and hype, interactive communications surely represent an astonishing departure for all of us. We now have the ability to deliver diverse sensory inputs such as sound, image, text and animation simultaneously, and in a manner that allows the recipient to control the dosage and direction. Hollywood, watch out!

But the possibilities of exploiting such an immensely powerful medium concern those media gatekeepers with a vested interest in maintaining the status quo. Therefore they advise their clients: “Let’s wait and see”, or, “why not set up a Website”, or worse still, “why not invest in researching this whole area”?

Did the pioneers of television spend their efforts in research or did they just seize the moment? If successful marketing is driven by any single aspect, it’s surely timing. In other words, “snooze and you loose”.

New media platforms – computer games and CD-Roms as well as the Web – are offering a range of uses including entertainment, education and consumer or business information. They also offer a chance for marketers to influence the hearts and minds of their audiences.

But these are interactive communication channels in which the user, our consumer, decides to be immersed or not.

Sorry adland, but this also means we cannot rely on traditional skills, or even the traditional human resources to win brands an effective presence in the interactive arena. New media obeys different rules.

But advertisers can now gain from a new wave of craftsmen emerging in this sector. They can become the media owners and drive the content for this burgeoning sector.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here