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Media Intelligence : Media Trends+Strategy 2012
media consumption will involve sharing and conversation with friends and peers. We can be sure that media, in its broadest sense, will absolutely drive tomorrow’s economy. To take advantage of that, today’s media industry needs both to reposition around a rapidly evolving pool of media channels, and ensure it takes a commensurate share of the value it creates. There is a bright future for those organisations that are swift and nimble enough to grasp the opportunities ahead. n Ross Dawson is globally recognised as a leading media futurist, keynote speaker, strategy advisor and best-selling author. As Chairman of Future Exploration Network he speaks and consults around the world on the future of business and media. His blog (www.rossdawsonblog.com) is ranked as one of the top business blogs in the world. MEDIA Trends + Strategy MEDIA Trends + Strategy feature “Many new revenue models will be based on community, notably by driving transactions rather than simply exposing the audience to advertiser messages.” Ross Dawson Chairman, Future Exporation Network of prime time viewing so we’re hardly talking fringe media within this change. So what’s the answer to the question, which is what does an upcoming planner/buyer do to cope and deal with this information in a smart and effective way so they can excel at their job and deliver for the clients? The foundation of success in dealing with all this change rests entirely on the shoulders of the trading department and their resources. In order to empower your planner buyer, a business must invest in more than proprietary software. A trading department must invest in bespoke software and constantly be training their staff on existing tools and systems and new ones to cope with the increasing, back breaking level of data that is now awash in the market. Fragmentation does not change the basics, but it is changing the quantity of information and this will only increase as technology creates so much more content, more audience data, and more ways of accessing it. No media planner/buyer should have to do their job without being properly tooled up, skilled up, and shopped into a trading department that has not prepared for a future in data management. Sources: Standard Media Index (SMI), Commercial Economic Advisory Service of Australia (CEASA), Wilkofsky Gruen Associates, PricewaterhouseCoopers LLP AustrAliAn Advertising expenditure For information on your sector go to www.mediabiznet.com.au FRAGMENTATION IS THE GAME CHANGER ¥ Publications ¥ Television ¥ Digital ¥ Radio ¥ Out of Home ¥ Publishers ¥ Industry/ Associations ¥ Research ¥ Websites/Online Media ¥ Printers/Print Services ¥ Video and Audio Services ¥ Graphic Design ¥ Photographic Services ¥ Print, Art and Design Supplies ¥ Marketing Services ¥ Production Support Services ¥ Distributors (Retail) ¥ Media Services ¥ Fulfilment (Mailing) ¥ Marketing Channels ¥ Direct Marketing ¥ Experiential Marketing ¥ Sponsorship Marketing ¥ Incentives/Sales ¥ Marketing Software Tools ¥ PR/ Communications ¥ Promotional Services ¥ Promotional Products ¥ Marketing/ Consulting ¥ Custom / Client Publishers ¥ Sales Promotions ¥ Digital/Mobile Services ¥ Multimedia/ Internet ¥ Search Engine Marketing ¥ Domain Name/ Web ¥ Management Services ¥ Licensing ¥ Advertising Services ¥ Events/ Exhibitions ¥ Event Organisers ¥ Suppliers & Services ¥ Venues ¥ Recruitment ¥ Research ¥ Media Monitoring ¥ Advertising Agencies ¥ Branding and Design Agencies ¥ Online Marketing Agencies ¥ Media Agencies ¥ Media Glossary ¥ News/Archives/ Links ¥ And more Each lisiting has contact dEtails and it’s own landing pagE with many frEE automatEd facilitiEs. add your listing to this free service and generate more exposure and business for your enterprise on www.mediabiznet.com.au If onlIne ne ZZZ mediabiZ ZZbiZnet Z mediabi net .c om.au Search all media sectors as well as thousands of advertising media and marketing services including p6-11,13_feature.indd 9 28/11/11 2:47:06 PM
MT Resource Guide 2011
MT Resource Guide 2012