# New media isn't new

- Link: https://fundraising.co.uk/2006/03/16/new-media-isn039t-new/
- Published: 2006-03-16T09:10:20+00:00
- Author: Howard Lake

The thing about new media not being new – it’s at least 10 years young in the UK
charity sector – is that those of us who deal in it know that, but we still have
to use ‘ear candy’ to get it noticed. Frankly, that’s what i think is most frustrating
about how charities still work; it’s a bureacracy to have to label things in a way
that gets them noticed. And arguably, calling it New Media and setting it apart 
by team structure and whatever else could be what prevents it from going mainstream.
Perhaps..

 

When I recently chaired the Institute of Fundraising New Media Conference, I looked
out for the job titles in the room. Yes, there was even an e-media person out there,
something you wouldn’t have seen a couple of years ago. And some other variations
too. And it was striking when someone with the profile and experience of Amanda 
Horton-Mastin, New Media Director at Comic Relief, mentioned in her presentation
that she still has to force herself into meetings when marketing campaigns first
get discussed.

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So, 10 years-or-so on, when is new media going to stop being the last-minute option
or the after thought? And what should we really be calling it? Comments welcome!

 

 * **[Contact](https://fundraising.co.uk/2006/03/22/contact-695/)** (22 March 2006)
 * **[Charity blog sites – shall we build a list?](https://fundraising.co.uk/2006/03/30/charity-blog-sites-shall-we-build-list/)**(
   30 March 2006)
 * **[About Sarah](https://fundraising.co.uk/2006/04/03/about-sarah/)** (3 April
   2006)