According to a survey from DDB London (site "currently being updated" as I write), nearly 90% of British taxi drivers, pub landlords and hairdressers have no idea what a podcast is, and more than 70% have never heard of blogging (instead thinking the researchers meant dogging). The advertising agency concludes that this is indicative of the fact that agencies are pushing their clients to use new technology too quickly.

The statement from planning director Sarah Carter is probably most worthy of a response. She says the study shows there is "no buzz about blogging and podcasting outside of our media industry bubble". Whilst this certainly makes good reading, it's not strictly true given the number of other industries (e.g. law, government, technology, to name a few) where blogging is creating a stir.

However, I do agree with chief strategy officer David Hackworthy when he says, "We spend too much time talking to ourselves in this industry", although I disagree that the better alternative should be "getting out there and finding out what's really going on in the world".

Contrary to popular belief, people who write and read blogs do actually live in the same world as those taxi drivers, pub landlords and hairdressers, but they probably don't talk to them about it in the same way as the weather, football or their holidays so it's really no surprise that they've never heard of them. Until The Sun or Daily Mirror run a "Jordan and Peter blog their snog"-type headline, it's likely to stay that way too. And you know what, it doesn't matter because this isn't about mass communication any more guys.

Where they really fall into the ad agencies don't get it trap is by suggesting that the only way clients can use these new media formats is by advertising on them.

The dinosaur stirs, but everyone sees it's still a dinosaur.