Advertising Market Publishing International 14
GLOBAL ADVERTISING TRENDS
Even the most basic function of what we call advertising
is undergoing a radical and rapid change.
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Through their print, online and even
mobile editions, newspapers have become
media brands and been able to continuously
strengthen their position. But they now face a
‘metrics-challenge’: How can we measure our
combined online and print audience, partly
overlapping, partly representing totally differ-
ent socio-demographic groups? Quantitative
and qualitative data should help to prove that
the decline in the print readership is at least
partially compensated by new young and well
educated online readers. Further, the news-
paper has become a multi-media brand that
must be able to sell this combined audience
to its advertisers, and to provide them with
acceptable metrics.
Even the most basic function of what we call Advertising follows the media consumption of users
advertising is undergoing a radical and rapid
change. Since it has become possible for big
and small advertisers to start a campaign on
search-engine platforms like Google within
10 minutes and with $ 5, the communication traditional advertising network, has acquired
industry has discovered a whole new range Digitas, a digital performance marketing
of digital marketing solutions. Where news- agency, while, the other way round, Google
papers always provided a ‘brand transporta- has acquired Doubleclick, a company active
tion service’, the digital media now deliver in Online Display Advertising.
‘transactions’, like sales, leads or calls. More In the newspapers industry − like in any other
fundamental is the way we price our services. industry − the future will bring challenges as
Today we sell newspapers in the ad industry well as opportunities. Will the newspapers of
based on circulation / readership / Cost Per the future be personalized, printed on totems
Thousand contacts (CPM) / fixed rate-card- at every street corner? Or will they be wireless
rates. Tomorrow we will sell them based on and displayed on thin plastic pages? Still, val-
their performance. To fulfill the needs of the uable content and quality services will remain
advertisers in the future, the media will have the most important assets for a media house
to be able to combine classic CPM-based to build its popularity and therefore success.
display advertising with performance-based If you are good at what you do, whether at
solutions. The winners will be those who local information and service providing or at
deliver both attention and (trans)action. The focusing on specialized topics like finance or
big recent acquisitions by major players in politics, you will succeed. The fundamental
the market underline this trend. Publicis, a idea behind a newspaper is that the reader
agrees to dedicate some of his precious time to
receive information that has been selected and
designed by a source he trusts. With so many
people having confidence in the newspapers
every day, shouldn’t the newspaper industry
have more confidence in itself?
Jean-Christophe Francet
AAU07_2722_Inhalt.indd 14U07_2722_Inhalt.indd 14 008.11.2007 13:49:45 Uhr8.11.2007 13:49:45 Uhr
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