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IN BRIEF
New site highlights
New Broadcasting
customer publishing
Marketing Age publisher Whitespace
Bill to be enacted
Publishing Group has launched a
revamped website designed to pro-
before the autumn
vide marketers with an overview of
the group’s customer publishing
portfolio, as well as highlighting
The new Broadcasting Bill announced by Minister Eamon
its magazine, web and digital
Ryan TD is expected to be enacted before the autumn. The
services.
Bill provides for the establishment of a single content regu-
www
.whitespace.ie
“Customer publishing is a very
lator, the Broadcasting Authority of Ireland, which will take
established part of the marketing mix in markets
over the roles of the Broadcasting Commission of Ireland
such as the US and UK,” said Katie Kennedy, client services
and the Broadcasting Complaints Commission, as well as a
director at Whitespace. “Of the top 50 companies in the UK, 28
range of new functions.
now have customer magazines. More and more Irish brands are
Some of the proposals put forward in the Bill, which was
looking at this as part of the mix, particularly now that customer
passed in May, relate to the modernisation of radio licences
loyalty and retention is the top priority.
including the option of ‘fast-tracked’ applications, licence
“We work with brands to help them develop content strate-
enforcement, legal definitions regarding TV licences and
gies to enable them to engage their customers more effect-
contract awards. It is not envisaged that devices other than
ively and become part of their conversations. The site tells the
a TV will require a licence at this stage, according to the
story of our work with some of Ireland’s leading brands, using
Department of Communications, Marine and Natural
videos and galleries to illustrate creative work carried out for
Resources.
companies, and case studies to outline the approach.
The Bill also amends legislation regarding public service
“We hope the site will help marketers understand the power
broadcasters and the allocation of public funding. It revises
of customer content and its importance in building strong
the legislation relating to RTÉ and TG4 and sets up the
brand loyalty in the age of content,” said Kennedy.
framework for two new public service broadcasters — an
Irish film channel and an Oireachtas channel. It proposes
Institute honoured for
some new approaches in relation to codes and rules for
broadcasting in Ireland, in particular relating to food adver-
Irish language use
tising aimed at children.
The Marketing Institute was one of 50 companies and individ-
uals recognised recently in the Barr-50 List for its use of the
Irish language in business. Now in its third year, the Barr-50
Facebook key to SMS
List was launched at a celebration hosted by Irish language
newspaper Lá Nua in association with Foras na Gaeilge in
the Four Seasons Hotel, Dublin.
revenue growth
The institute has made its Annual Yearbook and Diary bi-
Mobile messaging revenues are expected to reach US$165bn
lingual, included an Irish-language marketing category in the
by 2011, with growth driven in part by integrating SMS and
All-Ireland Marketing Awards and adjudicated at the Irish
web applications such as Facebook. The forecast figure by
Language Television Advertising Awards.
Acision is 42pc higher than a previous industry prediction
“The Marketing Institute of Ireland is constantly drawing
by analyst firm Ovum of US$116bn.
new tools and techniques to the attention of marketing peo-
Acision said that since mobile messaging was intro-
ple, and the Irish language is a ready-made differentiator duced 15 years ago, it has delivered a 6,000pc return on
which can help businesses develop more distinctive market- investment, but stated the growth phase in not over yet,
ing,” said Tom Trainor, chief executive, The Marketing with markets such as India, North America and China still
Institute, speaking after the presentation. witnessing huge messaging traffic increases.
14 Marketing Age May/June ’08e
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