More Opinion articles

Joseph Chan, International Insight Manager at MediaCom reveals connectivity insights of money strapped consumers during the current economic meltdown…Global consumers have submerged themselves long enough in a sea of recession and fear. Now they are gradually emerging from their state of pessimism and are becoming more adaptable and finally learning how to live simpler and… Continue reading How to connect strategically with recessionary consumers

Online discussion specialist Whitevector looks at the importance of evaluating consumer discussions during the economic downturn….As is well known, the global economy has experienced, and continues to experience a significant downturn. Within this, the minor world of advertising is of course suffering; and within this the micro-world of online advertising and social media forms have… Continue reading Whitevector: Learn what consumers are saying about your brands

In his latest report for MediaTel NewsLine, TGI media analyst James McCombe looks at usage of mobile phone applications, revealing that 42% of mobile phone owners receive adverts on their mobiles…Forty percent of adult mobile phone owners (8.9m) receive adverts from their mobile provider and 7% (1.6m) receive adverts from other companies. Approaching 20% (1.8m)… Continue reading TGI: Usage of mobile phone applications

Anthony Greenidge, sales and marketing director of ethnic media sales house MEMS, looks at whether current audience research systems are biased against ethnic media…With the next UK census due to start in 2011, current projections for the size of the ethnic population are reaching 7.5 million or 12% of the total UK population, an audience… Continue reading Are audience research systems biased against ethnic media?

James Smythe of Culture of Insight draws conclusions from his research into the health of market research in the media and advertising business…In good times past, market research has informed the creation of quality media products and services, and provided a great story to help sell them. But times are different. Businesses are looking for… Continue reading “A good story cannot be devised, it has to be distilled”

Chris Hancox VP marketing and creative services at Comedy Central, discusses the recent rebrand of Paramount Comedy to Comedy Central…Paramount Comedy has been the UK’s only dedicated comedy channel since 1996, but we recently took the decision to rebrand the channel to Comedy Central; after careful strategic planning, a great deal of consideration and some… Continue reading Not just another rebrand… The success story of Comedy Central

Cathy O’Brien of Kantar Media argues that when media research budgets are under pressure, a measure of inspiration makes all the difference…At this month’s MediaTel Group seminar on the ‘Future of Media Research’, the view emerged that the downturn will encourage more innovative research. Clearly no-one would advocate innovation for innovation’s sake, especially at the… Continue reading Media research solutions for the economic downturn

Online discussion specialist Whitevector assesses the level of discussion around online shopping websites…Online shopping has generated a great deal of discussion since becoming a mass activity around the beginning of the new millennium. However, after the initial excitement died down, many online retailers had to face reality: whatever the practical logic of shopping online, many… Continue reading Whitevector Report: Consumer Conversations – Online Shopping Sites

Nima Yassini, head of digital at RMG Connect, looks at the things marketers should – and shouldn’t – be doing to understand and engage with consumers online…Understanding consumers has always been a vital part of any marketing campaign, as you can only start to build effective and targeted communications when you have a thorough and… Continue reading Online chat – how to understand and engage with consumers

Steve Middleton, sales director of print finishing specialist Celloglas talks to MediaTel about increasing reader engagement in magazines…The media landscape has changed significantly over the past 10 years. With the advent of online as a major media platform the audience of the traditional media channels are now more fragmented than ever. With websites offering access… Continue reading The future of magazine publishing