Media trends: History, status, future

 

The 'half-life of media' is defined as the amount of time it takes for a medium to lose half its influence (analogy with radioactivity). The article argues that the decay rate is accelerating, not onl ...

This article argues that the analogue model of marketing, based on mass TV, is broken; the rise in demand for airtime, increasingly narrow target audiences, and the increase in number of ways to avoid ...

Video already comprises half of all internet traffic, and is expected to account for 90% within 24 months. New technology has greatly increased its availability, and reduced its cost, and we may be ne ...

This article describes four major shifts in the business environment, each created by the online 'network' age. First is a shift in business models. We are now virtually integrated: we can buy compone ...

This article discusses how new media are spreading in China and being harnessed by leading advertisers. TV still takes 70% of media spend in China, but expenditure on digital platforms is expected to ...

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics. In spite of many refinements linking demographics to lifestyle an ...

The advertising model has traditionally been based on giving people content which they pay for with their time and attention. Digital media technology means that audiences are becoming less captive; r ...

In his regular posting from Madison Avenue, Joe Mandese discusses some findings on media usage revealed by the annual VSS Communications Industry Forecast. This not only shows that advertising's role ...

Joe Mandese discusses recent books by the heads of some leading media shops - and how they present a compelling case that digital media are changing everything we know about our business. Ads are now ...

Joe Mandese, in his regular comment column, discusses two current opposing trends in the media business: firstly, trying to measure and understand the media platform's contribution to the message, and ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the changes in advertising and media thinking since P&G's CEO told the industry 'to let go' and cede control to consumers. He ...

For years there has been talk of convergence flying around the MR industry, and this has extended to institutions such as the BBC, which is trying to focus on multi-platform content creation that brin ...

In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological devel ...

Jeremy Pounder, media analyst in the Starcom Intelligence Unit, takes a realistic view of the future of mobile TV. He predicts that, with the relatively limited consumer interest (especially in a subs ...

Robert Thurner, commercial director at mobile agency Incentivised, describes the formats included under the mobile banner and their current practicality as communication channels. He then gives some U ...

Over the last few years a number of marketers have tried SMS push and pull advertising on mobile phones - but this is barely scratching the surface, says Russell Buckley, managing director of Admob Eu ...

Paul Nola, head of telecommunications, media and technology practice at kae:marketing intelligence, describes the vast range of marketing channels that the mobile phone/device can provide - and lists ...

In this introduction this Admap report on mobile marketing, Roderick White reflects on the most widely available piece of digital technology in the world - the mobile phone. He looks at global differe ...

In his regular comment column from Madison Avenue, Joe Mandese reflects on the key speeches from the 2006 conference of the US Association of National Advertisers (the ANA). Many proclaimed the 'new' ...

This report summarises some of the findings of Ofcom's (the UK’s communications regulator) annual report, The Communications Market 2006. The publication deals with the UK communications market as a w ...

Reviews the current state of US media channels. Discusses radio, digital radio, radio websites, syndicated television, Yellow Pages, magazines and the interest in `engagement', network television, new ...

The emerging media channels do not make traditional media dispensable - they add new tools to the box. The secret of successful marketing is to use in balance whatever media are necessary, old as well ...

Discusses the changes in media, the growth of new channels, and how marketers and media planners are responding. Specific points discussed include: new technologies will coalesce rather than continue ...

Adele Gritten, director at Quaestor Research and Marketing Strategists Ltd, explores the imminent changes in TV technology and viewer behaviour, and their impact on the way we look at TV advertising, ...

Patrick Christian, founder and managing director of Packet Vision, describes the exciting world of Internet Protocol Television (IPTV), where TV programmes are delivered via broadband networks to stan ...

Joe Mandese, in his regular comment column from Madison Avenue, discusses the reasons why, at a time when the advertising industry should be expanding with overall economic growth, it is being held in ...

Joe Mandese ponders the convergence of TV and broadband internet communications in the US. As TV companies increasingly distribute programmes via the internet, advertising companies are having to reth ...

This article provides an overview of the communications environment, and adopts the metaphor of 'media ecology' to describe the inter-connectedness of media, and the way changes in the dominance of on ...

US media scene commentator, Joe Mandese discusses the roles and relative importance of digital versus traditional media, and concludes that although digital seems to be making most of the running ther ...

Karen Enver, planning director at Lida, analyses the success of digital devices and the trend towards convergence - but, she explains, change is rarely wholesale; it tends to be evolutionary and gradu ...