There has been lively debate about the future of media agencies, especially as much seems against them: direct deals between owners and clients (overriding the agency’s role), reduced commissions in place of the agreed-upon 16% agreement and issues of procurement. These factors have depleted the media agency’s image and worth on the media platform. Where […] Read more
John Farquhar, editor-at-large at Wag the Dog, offers some insights into what’s going down in the media industry right now. Will local print titles lose out? In the short term I don’t believe local print titles will lose out to the big bad digital wolf to the same degree as is currently the case in […] Read more
John Farquhar, editor-at-large at Wag the Dog, offers some insights into what’s going down in the media industry right now Televised advertising growth Currently the bulk of advertising spend in the U.S lands in the pockets of television broadcasters. However, heading towards the winning post are two relatively young television candidates: the web and the […] Read more
John Farquhar, editor-at-large of Wag The Dog Publishers, gives an overview of the digital impact on print. Tablet technology is evolving, he says, and soon it will enable publishers to mass produce live action editorial, and sell subscriptions at an affordable price. Producing live content is already happening. Making it economically viable is the challenge. […] Read more
Judging by the performance of their titles over the past two years, publishers are still experiencing heavy weather as consumers continue to shift their alliance to the Internet. In order to keep the current readers on board, publishers made the cardinal error of launching websites and reproducing their titles in digital format with free access. […] Read more
The answer to this question is a resounding NO! Basically, advertising is still a numbers game. Media are selected by Telmar, or by Nielsen algorithms. Impact is measured by Gross Rating Points (GRPs), and creative focus is (still) on influencing the buying behaviour of the white elite. This is despite the evidence that to in […] Read more
