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Media Intelligence : Media Trends+Strategy 2012
IF ONLINE CLICK ON PAG E NuMBEr TO ACCESS INTErvIEwS* * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. CONSuMEr MAGS pp 44-48 (con’t) Garry Linnell National Editor, Metro Media Division, Fairfax Media David Gardiner CEO Next Media Nic Chan CEO Pacific Magazines Mark Kelly Group Publisher Lifestyle Titles News Magazines Phil Scott MD ACP Magazines B2B MAGS pp 52-55 Alan Kirk Executive Director TMPC Jeremy vaughan MD Haymarket Media Geoff Hird Publisher, Westwick-Farrow Simon Grover Group Publisher, The Intermedia Group Chris Bland MD Great Southern Press David Elliott Sales & Marketing Director Retail Media CuSTOM MAGS pp 58-63 Bobbi Mahlab MD Mahlab Media David McDonough GM News Custom Publishing Georgina Brujic MD Pacific+ Fergus Stoddart Director, Edge Mark Scrubie Publisher, Hardie Grant MEDIA Trends + Strategy MEDIA Trends + Strategy feature The quesTion is “how does a media planner/buyer of today keep up with the explosion of new inventory, and new audience data a fragmenting market is dumping on their desk?” This popular question repeatedly gets asked every time we discuss the topic of ever increasing fragmentation within media. The answer surprisingly does not lie with a new definition of an existing role (Media Planner/Buyer) or the need for a completely new level of skill sets as ultimately the basics of the role and the trading departments who employ them has not changed. What has changed is the quantity of work, because fragmentation means only one thing to this role, and that is a lot more work. The sheer size and scale of the market has grown exponentially because of fragmentation, so the real question to the above is simply this: To begin let’s explore the current scene within Australian media and the best place to start is a review of its current size, and how quickly we have got there. The chart below shows the significant growth our industry has experienced in the last ten years, so even before we consider “fragmentation” we were already dealing with more information, more data, more content, more media launches, more competition, more...I think you get the point. So market scale has added to our workload, now let’s look at the impact of fragmentation. With all these added mediums and increased consumer choice the impact this level of fragmentation has had on media planners/buyers is that we are now required to be across so much more content than we were even as recently as 2 years ago. The best example of this is digital TV, which has added another 16 channels to free to air television and now accounts for 22% FRAGMENTATION IS THE GAME CHANGER By Nick Keenan Joint National Trading Director MediaCom p6-11,13_feature.indd 8 28/11/11 2:47:03 PM
MT Resource Guide 2011
MT Resource Guide 2012