YouTube and Free Marketing

I recently was reading an article in the Wall Street Journal about Jimmy Kimmel and the techniques he uses to drive people to watch his late night television show.  I wouldn't consider Kimmel one of the top late night hosts, and no amount of money is going to help him overthrow older hosts such as Letterman and Leno, however he has found his own way to reach out to viewers, which the others do not necessarily utilize.  Jimmy Kimmel has a YouTube.com channel in which he posts videos with his celebrity guests that usually go viral.  These quirky videos usually reach viewers that would not usually watch his late night show.  And the best part is it is not costing him anything but time.  I felt that this was extremely relevant to our class because it exemplifies how marketing is changing.  Companies are no longer forced to use millions of dollars on ad space in order to reach their target market.  Instead they can use free social media forums and allow their viewers to market their products using word of mouth.  This is very effective and saves the company tons of money.  You wouldn't immediately think of Kimmel as a product, but he is, and he is exploiting the new age of marketing to gain millions of new viewers with every video posted to his YouTube channel.