Living in the slow lane? Media data and the information super highway

Bob Hulks

This paper questions the contribution that new information technology has made to the 'sharp end' of the media business at the interface between the buyers and sellers of advertising.

Living in the slow lane? Media data and the information superhighway

Bob HulksAlban Hulks Research, United Kingdom

 

THE BACKGROUND

Media Research as a 'Trading Currency'

Despite the valiant efforts of many great minds in the market research industry, the role of media research has hardly changed since the early sixties. There are few countries, for example that can claim to have won over advertisers as users of these data largely because media research has signally failed to provide answers to the real advertising questions. Few and far between are the research projects into the effectiveness of alternative advertising...

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