“The spread of multimedia communications and its rich “menu of options” might make us think it sufficient simply to be present on the Web, or to see it only as a space to be filled. Yet priests can rightly be expected to be present in the world of digital communications as faithful witnesses to the Gospel, exercising their proper role as leaders of communities which increasingly express themselves with the different “voices” provided by the digital marketplace. Priests are thus challenged to proclaim the Gospel by employing the latest generation of audiovisual resources (images, videos, animated features, blogs, websites) which, alongside traditional means, can open up broad new vistas for dialogue, evangelization and catechesis.

Using new communication technologies, priests can introduce people to the life of the Church and help our contemporaries to discover the face of Christ. They will best achieve this aim if they learn, from the time of their formation, how to use these technologies in a competent and appropriate way, shaped by sound theological insights and reflecting a strong priestly spirituality grounded in constant dialogue with the Lord. Yet priests present in the world of digital communications should be less notable for their media savvy than for their priestly heart, their closeness to Christ. This will not only enliven their pastoral outreach, but also will give a “soul” to the fabric of communications that makes up the “Web”

Well, I’ll be D@mned!

Pepsi has just announced that it is pulling its multi-million dollar Super Bowl ad campaign in favor of a Net based strategy. This is big (and disturbing) news in traditional media circles. Pepsi has been a consistent advertiser over the past 23 years during the Super Bowl.

The fact that they are now choosing to spend their money on a Net based campaign would have to make other big companies question the value of their own traditional media strategies. It is likely that many others will follow suit.

Why are they doing this?

Simply because the “eyeballs” of their target demographic (18 to 35 year olds) have moved elsewhere – to places like Facebook. Twitter and other social media sites.

Besides, Pepsi can get much more “bang for its buck” by spreading its dollars over a longer term, online marketing strategy than with a single, big spend on a one-time event such as the Super Bowl.

Yep – watch out for a landslide.

But, just for old times sake, let’s take a look at one of the most famous Pepsi ads of all time.

Turn your speakers up to 11 and enjoy!