by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource Guide 2012
Historically publishers sold print, then it was print and online, now it’s print online, digital and potentially social media too. The task now is how to transfer traditional selling skills across these different platforms. “ The challenges are no different to any other platform that has gone before,” says Andy Jackson, publishing director at Haymarket Media. “Are the numbers there? Can you prove it? Is it delivering an audience I can’t get anywhere else? Is it providing an environment that works for my client/brand? Is it providing a deeper engagement with the audience than before? Can I do the platform justice with my campaign creative?” These are the questions media buyers are asking themselves. He admits that you’ll get clients who are early adopters and embrace new platforms immediately and the “wait- and-sees” who are dragged kicking and screaming because everyone else is doing it. Sims agrees, attributing the hesitancy to publishing being an “industry still undergoing transition”. He says: “ The readers, advertisers and publishers are still trying to work out what message is appropriate for which channel and so there’s still a fair bit of haze out there.” Jackson argues that cross-platform selling is now critical for publishers, guaranteeing the best results for the clients as you don’t have internal platforms competing against each other for a greater share of the spend. “Agencies see that if they take the time to brief you thoroughly you can deliver them a really compelling, integrated offering across multiple platforms then that can really amplify their spend,” says Jackson. “Obviously you’re not going to be able to establish this relationship with every client/agency you do business with and nor would you want to, but for your really core clients it’s become an essential way of working.” MediaTitles industry outlook In the heyday of print advertising, the rules seemed simpler. Competition from television, radio, and other forms of advertising was a factor, but each medium was distinct — with its own attributes, value propositions, and measurements. the Web changed all that. along with the suicidal dilemma of free editorial content, the Web brought in a whole new (and volatile) system of measuring success. Impressions, “eyeballs,” and other metrics became a science — more or less — while the value of traditional display ads seemed to founder. If early indicators prove true, the rise of multi- function tablets is about to change all that. although lacking the screen real estate to fully bring back the visual impact of a full color display ad, tablets bring a different The STaTe of app adverTiSing “Cross-platform selling is now critical for publishers, guaranteeing the best results for the clients as you don’t have internal platforms competing against each other for a greater share of the spend. ” – Andy Jackson Publishing director, Haymarket Media p6-9,13 FeatureMain.indd 8 11/6/12 1:47:25 PM
Media Trends+Strategy 2012
MT Resource Guide 2013