Briefly… Alcohol ad bans will impact on small, medium agencies; Digitalmark makes mark on rich media at no cost to client; SportLive goes live; Show YOUR Support in style with Women’s Health; New Media launches slick new Ackermans Club magazine; AMASA invests in industry education with 2011 Learnership Programme.
Alcohol ad bans will impact on small, medium agencies
Out of Home Media South Africa (OHMSA) has expressed serious reservations about the outright banning of alcohol advertising in this country, believing that small and medium sized out-of-home companies will be forced to close down.
“If a ban is imposed – this would have a dire impact on SMEs solely reliant on the outdoor advertising. Hardship, job-losses and liquidations are the realities they face. Ironically the SME sector is the exact target of government’s growth and development policies,” said Melissa Moore, OHMSA executive director.
OHMSA shows that in excess of 20% of the advertisements placed in the outdoor advertising medium are from the liquor industry. The percentage varies considerably between the larger outdoor advertising companies whose income from liquor advertising is in the region of 12% to 15% whereas the SMEs have exposure to up to 40% and above. “It is our submission that it is these smaller companies that will be prejudiced the most if a ban were to be imposed on the outdoor advertising industry,” said Moore.
OHMSA has drawn on research to show that there is no reliable basis to conclude that alcohol advertising significantly affects consumption and abuse. “In fact, research shows that people drink because of peer pressure, parental example and other social issues.”
Digitalmark makes mark on rich media at no cost to client
In an effort to make online advertising as effective, affordable and creative as possible, digitalmark will be running all advertisers’ rich media on Howzit.MSN at zero cost to clients.
Digitalmark sales manager Ian Drummond says this is a huge added value for advertisers as rich media provides users with an enhanced experience: “When it’s used in advertising, it’s done so to attract attention, stand out among the clutter of ads and copy, or shake someone out of their ‘banner blindness’.
“Ultimately this builds better messaging and brand association and generates higher conversion rates as well as building a reputation for innovation.”
Clients who have recently utilised rich media in their online campaigns include Samsung, Pongracz and Fiat – all of whom have experienced exceptional results as demonstrated in recent case studies.
SportLive goes live
Captained by award-winning journalist David Isaacson, “… Sport LIVE is a comprehensive sports website with attitude,” says Derek Abdinor, managing director of Avusa Media LIVE.
“Sport LIVE offers comprehensive, up-to-the-minute sports news and results on everything from rugby to golf, soccer to cycling, tennis to cricket,” adds Isaacson.
Content on the platform, largely provided by third party sports feeds, is supplemented by expert commentary as well as opinion editorials provided by seasoned Sunday Times and The Times journalists.
By means of a dedicated Rugby World Cup 2011 Match Centre, die-hard rugby fans are able to keep abreast of fixtures as they happen.
“However, catering to South Africans’ diversified sporting needs doesn’t begin and end with the Rugby World Cup 2011,” explains Abdinor. “Sport LIVE also offers live results for both the Premier Soccer League and British Premier League, caters for those who want to see the funnier side of sport, and is soon to allow readers the opportunity to post their own opinions on what may or may not have been a referee’s worst decision in sporting history!”
Show your support in style with Women’s Health
Women’s Health and Maidenform Lingerie have joined forces to produce SA’s first Bra-celet – a hot pink accessory that is set to become a symbol of solidarity in the fight against breast cancer. Women (and men!) will wear the Bra-celet throughout the month of October to raise funds and increase awareness around this issue in SA.
Women’s Health has pledged its support for the cause by packaging 50 000 Bra-celets FREE with its October issue, that went on sale yesterday, at Woolworths, Pick ‘n’ Pay and Spar stores nationwide. Additional Bra-celets can be purchased from Stuttafords for R10 each, so buy one for a friend and show your support in numbers.
All proceeds from the sale of the Bra-celets will go to the Pink Drive mammography truck initiative, which brings breast cancer screening and education to women in disadvantaged communities, spreading the message ‘Early Detection Saves Lives’
Also free with the October issue of Women’s Health is the X-Rated Mini-Mag The Little Book of Sex – a handy, easy-to-follow guide to making good sex great.
New Media launches slick new Ackermans Club magazine
New Media has upped the style stakes with the launch of a sleek new-look Ackermans Club magazine for its South African retail client. A bumper 100-page September/October issue celebrating Ackermans 95th birthday marked the new entry on the market, sporting a new name, new look and stylish new handbag-friendly size.
Formerly A-Plus, Ackermans Club magazine is a stylish reflection of the retailer’s drive to become the destination of choice for value women’s and children’s fashion.
The strong fashion focus is reflected in the appointment of fashion editor Megan Perks. Perks is no stranger to the fashion scene, with previous retail fashion experience and her own successful clothing label, having presented at prestigious events including Fashion Week and Design Indaba. Under Perks’ direction, the increased fashion footprint includes world-class editorial shoots, must-have trend information, dressing tips, and this month top South African and international model Joelle Kayembe on the cover.
“Ackermans customers who love its children’s and baby wear often overlook the fabulous women’s wear in-store,’ says editor Leanne Feris. ‘We recognise women as individuals, not just as mothers. We haven’t lost the essence of the Ackermans brand ¬¬– we know that family and children are central to the lives of Ackermans Club members – but now we can give them all that and so much more.”
The new magazine coincides with the recent launch of the new Ackermans store card, and is posted to Club members six times a year.
AMASA invests in industry education with 2011 Learnership Programme
AMASA’s successful two year old Learnership Programme (ALP) continues growing from strength to strength, with the non-profit organisation securing partner agencies Starcom MediaVest Group (SMG) and Ads24 as the 2011 intern hosts.
The AMASA ALP’s core purpose is to inject fresh young talent into the media industry by partnering with South Africa’s leading media agencies and owners for mentoring and fast-tracking hands-on experience.
“The AMASA Learnership Programme is suitable to applicants who preferably have a degree or diploma, and who possess exceptional academic credentials, passion for the industry, and significant potential. Our core focus is to attract bright young minds into media, ensure that they excel, and to keep their intellect within the industry,” says AMASA’s Johannesburg chairperson, Lyn Jones.
“The three graduates selected by AMASA and the agencies, will be jointly trained by AMASA and the partner agencies, with each intern receiving a six-month remunerated contract with the agency as well as free entrance to the AAA media course and the AMASA Media Planning Workshop – with the intention of the graduates becoming employed full time within the industry thereafter.”
“We’d like to thank our ALP portfolio co-ordinators Karen van Wyk from ComutaNet and Ryan Williams from Nota Bene, for all their hard work, as well as the 2011 ALP partners for their time, effort and financial commitment in ensuring the best talent is attracted, and kept within our industry. We’re confident that the programme and the latest recruits will grow from strength to strength,” Jones says.
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