Britain’s postage system is set for a radical change in pricing structure next year, with new Pricing in Proportion (PIP) guidelines based on item size as well as weight. Tom Wasilewski, head of publishing at Royal Mail, explains the true effects of the new guidelines on businesses, and the implications for industries such as subscription… Continue reading Pricing In Proportion
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Britain’s mobile internet services are coming of age. With more handsets than residents, the UK leads the way in mobile technology, although advertising to this increasingly mature sector requires specific strategies. Nick Wiggin, chairman of the Mobile Marketing Association, explains the hurdles faced by marketers in tackling the growing mobile sector…It was interesting to see… Continue reading Mastering Mobile Markets
The wealth of content available on the Internet, and the numerous niche websites and newsletters that provide it, can offer marketers intimate access to otherwise difficult to reach demographics. Simon Anderson, managing partner at Unique Digital, explains how best to capitalise on the new technology…“Once upon a time e-journalists were the club perfume sprayers of… Continue reading The Content Revolution
Adoption of bluetooth is now common amongst the British public, with mobile handsets increasingly featuring the technology as standard. But how can advertisers tap into the new technology? Fred Durman, commercial partner at Filter explains advantages of BlueCasting to both companies and consumers alike…BlueCasting is a proximity marketing system, allowing consumers the chance to download… Continue reading BlueCasting – A Channel That’s Here To Stay
The British population is becoming more mature by the year, with over-50s now constituting a quarter of all adults in the UK. Dale Lovell, content and PR manager at 50connect.co.uk, the UK’s largest website for the over-50s, explains the importance of marketing to this age group, and the benefits available to advertisers…In 2002, one fifth… Continue reading The Rise of Older Internet Users
The growth in consumer choice and control of media has led to a new generation of viewers, listeners and readers, able to pick and choose their content, and avoid the included advertising. Phil Cutts, director of marketing at the Periodical Publishers Association, explains how cross-media marketing and inventive campaign planning can help address this increasingly… Continue reading Consumer Perceptions Of The Media
The development of several new on-demand television services looks set to greatly multiply the choice available to consumers. NewsLine’s James Holland looks at the developing market, and challenges for advertisers in what promises to be a most demanding future for broadcasting…It has been said for a long time that the onus of television content is… Continue reading Demanding More From TV
Pre-testing the effectiveness of ad campaigns should be high on the agenda of marketers, according to IPC Prospector’s ad marketing manager, James Papworth, who explains the importance of trial runs in the production of promotional activity…What was the last thing you bought without trying it out first? A new variety of ready-meal perhaps, or a… Continue reading Testing Times
Media Group, Carat, recently appointed Dominic Williams to the newly-created position of press director, building on the agency boss’s eight-year career with the firm. He explains the significance of the new role, and his plan to put press at the top of the table in the coming months…Since being promoted to become Carat’s Head of… Continue reading Pressing Ahead With Print
The battle for supremacy amongst London’s radio stations is closer than ever, with high-profile TV personalities being brought in by broadcasters to bolster competing schedules. Paul Chantler, programming consultant and former group programme director of The Wireless Group, Essex Radio Group and Chiltern Radio Network explains how, despite their household names, the current slew of… Continue reading Getting A Bigger Bite Of Breakfast