5.5.2010: Listening to a Lost Message

by Judd Lafrenz

Convenience. One of the numerous fruits from the labors of the digital revolution. Oh, the wonders computers and digital media have done to contribute to the simplicity of our lives. Like anything else though, technology in all its glory, has tradeoffs. Perhaps an example is in order to add to the distortion of this message. It seems like a daily occurrence that I witness someone immune to the outside world because of those tiny white ear buds. If you're picturing a person with an mp3 player, then you're following along quite well. Hopefully I don't lose you with this next tidbit of technical gibberish.

While the MP3 (and player) is undeniably one of the most popular advancements of the modern world, it is not without faults. It's a lossy format. Or in other words, some of the original data is discarded. Why does this matter you ask? Well, honestly, to most people, it probably doesn't. But to those who have ever listened to their favorite song on a truly Hi-Fi system, there is a world of difference. Imagine the pluck of every guitar string and listening to how it resonates. The detail of the singers voice when he/she hits that one note that sends goose bumps down your arms and chills up your spine. You are now connected with the song, an artist's message. You are experiencing the music as it was originally intended.

By now you're probably thinking "Okay, so the MP3 (and player) has a few downfalls, but so what? It's still something I can't live without. And, are all these ramblings about technology, a music review, or are they somehow supposed to correlate to marketing?" Let me see if I can tie the two together with a few questions of my own. Many people may be hearing your message, but how many are listening? For the ones who are listening, how many are capturing the full message as it was intended? How much of your message is grasped by the listener based upon the medium chosen to reproduce it?

I realize the analogy of an MP3 (and player) may seem a bit odd, but I suspect the connection was still made. Just because something may be convenient, does not necessarily mean it will produce the most desirable results. Marketing is as much a part of our everyday lives as the MP3. Hopefully this gives you something to mull over the next time you go jogging.