More Opinion articles

Alarm bells rang when YouGov reported that almost one third of young adults say they have not read a newspaper in the last 12 months, however people seem to have forgotten that this means that 70% of young adults do read newspapers. The young are not abandoning newsbrands and newsbrands are far from dead, says Carat’s associate director Stephanie Arlett.

Two-timing the TV has been going on for years – from getting up during the adverts to make a cup of tea, to grannies doing their knitting during an episode of Corrie. And now, advertising brands have mobiles and tablets to contend with as well. However, instead of brands seeing these as a threat, they should be using dual screening as an opportunity to get people talking about them, says Starcom MediaVest’s Steve Smith.

Mobile advertising is facing a serious crisis according to many experts and the issue has dominated recent Newsline editorial and MediaTel conferences. So what advice is being given to mobile marketers? Here, Millward Brown’s Hannah Walley shares her thoughts…

I do like a nice advertising spat, says Dominic Mills, and the row between BT and Sky over the latter’s refusal to take its ads to promote BT’s Premier League broadcasting, has all the hallmarks of turning into a real ding-dong…

Simon Andrews takes a look at ‘Home’ from Facebook and find it’s…interesting. Because of the limited range of android handsets that Home will work on, its initial impact may be a little muted he says – and as a sort of modern equivalent of a Google Toolbar it’s likely to only really appeal to hardcore users. But with a billion users you don’t need big percentages to make a big impact…

‘Click-through’ doesn’t mean anything today says Darren Hamer, MD of Sticky. It doesn’t generate any revenue and without context there’s no way of knowing its impact on brand equity. So now it’s time for the truth – and visual performance studies will help achieve it.

Two-timing the TV has been going on for years – from getting up during the adverts to make a cup of tea, to grannies doing their knitting during an episode of Corrie. And now, advertising brands have mobiles and tablets to contend with as well. However, instead of brands seeing these as a threat, they should be using dual screening as an opportunity to get people talking about them, says Starcom MediaVest’s Steve Smith.

Find out how the industry has reacted to the findings in the latest Bellwether report, with opinion from adconnection, MEC, Essence, G2 Joshua, Dialogue, Jaywing, Volume and Gekko.

In a world where seemingly every other thought from Joe Public is, often on a whim, published for the world to see and as newspapers lose their grip over their long-held monopoly setting nationwide opinion, Raymond Snoddy looks at how social media has revolutionised public debate – and charts its pitfalls after a busy week of terrible tweets and censored comments.

Twitter is now emerging as the primary curator of – and gateway into – the internet, and will potentially supplant Facebook argues Richard Marks, Director of Research The Media.