The author helps bridge the gap between clients and agencies over procurement.
Mike Larvery, President and Managing Director, Audit Bureau of Circulations, discusses why he feels the traditional currency metric for newspapers and magazines, has not been outdated by a changing media landscape.
Results from ANA's recent Upfront survey.
Insights into the state of advertising.
No Bricks and Mortar, No Advertising, and A New Name: Growing the Wachovia Global Correspondent Banking Brand
This best practice reveals the cornerstones of Wachovia's successful global branding strategy.
Analyzes the effect of "child proof" speech in our society.
Describes a test showing that adding sound to on-line advertising increases its effectiveness, provided the audio is relevant to the ad and the target. Guidelines for its use are given.
The true "national" marketer is largely missing the yellow pages value proposition.
Godfrey Phillips, VP, Marketing, City Business Journals, talks about some of the likely concerns of small businesses concerned about branding.
Evan Shapiro, SVP Marketing, Independent Film Channel, talks about the threat that new technologies (DVR, TiVo) pose to Cable TV.
In this article, the CEO & Publisher Washingtonpost.Newsweek Interactive, Caroline Little, talks about the use of the Internet for the purpose of marketing.
Oliver Comyn, Publisher, The Economist, discusses the outlook for magazines in the US, 2004.
Alex Wallau, President, ABC Television Network. describes what is happening to Network TV in the US, 2004.
Scott Smith, President & Publisher, Chicago Tribune, talks about the importance of newspapers and the work being done to meet the growing Hispanic population.
In this article, Roby Wiener, Premiere Radio Networks, discusses research that shows that radio is more valued by consumers than by advertisers.
Patrick Mullen, Tribune Broadcasting, discusses broadcast, makes predictions on the demand for spot TV and mentions some of the advantages of spot TV.
Kager discusses TV network syndication in the changing and fragmenting TV world.
Kent E. Haehl, President, Sales & Marketing, Channel One Network highlights the importance of tending to young people when they first enter a market.
Argues that, as the economy improves in the US (2004), it would be a good time to adopt sequential liability as an industry standard for paying the media. Sequential liability means that if a media buying agency goes bankrupt before the media are paid (as may happen in recession), it is only liable if it has already been paid by the advertiser. In the alternative, joint and several liability, the media can look to either the media buyer or the advertiser regardless of whether the media buyer had been paid. Where there is no written agreement, how the courts will decide the issue can be unpredictable. The media have tended to dislike sequential liability, but its adoption as standard would lead to smoother and more equitable media buying with much less need for legal involvement. Past history leading to the current situation is summarised.