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Media Intelligence : MT Resource Guide 2012
MediaTitles 13 industry outlook interruption model. The rules are very different when customers proactively come to you.” However, with all these platforms to choose from, the role of print can get lost in the confusion. Labelled a “traditional medium”, Murdoch’s comments about the future of print are widely debated. “For most brands that existed as print-only entities back in the day, print probably still is the main money-maker,” says Sims, who views the medium as a strong brand building tool. “In time that might change, but if done right, print can still be very profitable, and will continue to be.” The danger, however, is that advertisers forget the power of print, he admits. “In some of our niches advertisers don’t go through agencies and are so hell bent on digital as the big new medium that they’re discounting the value of print. Like any major change the pendulum tends to swing too far on either side, but it’ll settle down.” In the custom publishing sphere, print is still a core part of the package requested by customers, says Campbell. “Advertisers rightly continue to demand increasingly integrated multi-platform solutions across print, digital, mobile and social media with all of the benefits these bring, including deeper engagement and interaction, increased accountability and more effective targeting,” he adds. “ The critical thing for newspapers and magazines is to realise that readers have a relationship with the masthead or brand and not the format,” warns Universal McCann’s Baxter. “Quite frankly, many of them have been so determined to protect their individual format silos they’ve lost the opportunity to protect their audiences by innovating and deliver their content on emerging platforms via the web or on mobile.” Regardless of the platforms that come onto the market in the next 20 years, print still has a role to play, while peripheral platforms such as Twitter are becoming increasingly important in illustrating a brand’s reach and engagement with its readers – and may act as the tipping point when selling advertising. Ultimately brands will become part of our everyday, morning, noon and night. GaVin ashCroft, group business director at Carat Melbourne advises what info needs to be provided to media buyers. What do you see as a compelling media proposition? Data is the single most compelling media and communications proposition for today and for the future of our discipline. We know that data driven campaigns will deliver a sharper result than non- data driven campaigns. How are you measuring the ROI for different platforms? ROI is measured from complex and costly econometric models to confirmation that a sales target has been met or exceeded and everything that lies in between. The question of ROI and the answer developed for each client is unique to their needs and demands. Is more data required? As an industry we have terabytes of data that we can analyse to determine ROI from digital campaigns, but we still invest a greater proportion of spend in infinitely less measureable channels. Until we catch up with our digital future we won’t know what we don’t know about the interaction between media channels, until then it is dangerous to rely too heavily on the likes of cost per and last click analysis as we risk undervaluing other channels that have played their part on delivering the consumer action. How savvy are publishers in demonstrating the ROI on marketing spend? To date the publisher side offering on ROI analysis is underwhelming, leaving many questions unanswered on the effectiveness of their platform and offering. If they can bring a compelling ROI model to market, it is a clear opportunity for a publisher to exploit and steal a march on the competition. “It’s very challenging for marketers at the moment to get their heads around how many different forms of media they want to utilise and what’s going to give them the most impact. ” – Louise Barrett Sales Director, ACP Magazines p6-9,13 FeatureMain.indd 13 11/6/12 1:51:10 PM
Media Trends+Strategy 2012
MT Resource Guide 2013