More Opinion articles

Marketers are increasingly spending more of their ad budgets online and it is essential for them to find out what works and what doesn’t. With this in mind, Suzanne Moorey-Denham, managing director of Dynamic Logic, discusses the strengths and weaknesses of online video ads and how they can be utilised for maximum effect…Our latest research… Continue reading The Impact Of Online Video

As the ever-ravenous buying habits of consumers continue to grow, so does the importance of Search for advertisers. Darran Snatchfold, MSN market insight analyst – search, explores whether Search can be considered as a true ‘media’…When the advertising community thinks of Search, it thinks of VERY large numbers – the earnings of Google, for instance,… Continue reading Search: More Than A Large Number

Ivan Clark, MD of Kinetic’s Destination Media Group, puts forward his view of the future of the Outdoor advertising medium, flagging up the “third screen” of mobile…I was recently at Twickenham for the England Vs Italy Six Nations rugby match and it struck me that the number of brands staking their claims on the hearts… Continue reading The Future of Outdoor

Eoin McSorley, editor of Dennis Publishing’s online magazine Monkey, discusses men’s magazines in light of our increasingly voracious online habits…Back in the mid to late 90s, when Mens magazines were cutting an arrogant swathe through the newsagent’s shelves, magazines embraced and exploited how men were using the internet.This was back when it was acceptable to… Continue reading Men’s Magazines In An Online Era

Jason Trout, magazine sales director at Emap Advertising, discusses how the company’s new research has revealed the ‘new’ women’s weekly format as a potentially untapped resource for advertisers…The focus of the recent consumer magazine ABCs was dominated by the decline in the men’s market and the demise of the youth market. Far fewer column inches… Continue reading The ‘New’ Weeklies

Ahead of MediaTel Group’s sold-out ‘Future of Consumer Magazines’ seminar, James Papworth, group marketing and strategy manager at IPC Media, discusses how magazines are securing their future by evolving into multi-media brands…I work for IPC Media and in a little over two months I will be leaving my desk at Kings Reach Tower, which IPC… Continue reading The Future of Magazines

Alex Burmaster, European internet analyst at Nielsen//NetRatings, examines Web 2.0 and its associated buzzwords, and the value of user-generated content in today’s social internet…In preparing for a recent seminar on Web 2.0 I noticed how interchangeably the phrases “Web 2.0”, “social networking” and “user generated content” were being used by the different participants. They seemed… Continue reading Social Internet or Web 2.0?

On the eve of the latest consumer magazine concurrent release, Helen Lederer, London lifestyle business director at EMAP, discusses the value of the ABC’s CCR and how evolution and innovation will keep the sector strong…The twice annual publication of the ABC consumer magazines ‘Concurrent Release’ (CCR) is always a busy, yet exciting time in magazine… Continue reading Why Is The ABC CCR So Popular?

With fragmentation across the UK media landscape on the increase, Jackie Colvin, head of research at Pearl & Dean, explains how the silver screen provides a highly effective method of communicating brand messages to targeted demographics…Many advertisers across a range of vertical sectors identify the 16-34-year-old audience as a key demographic. This age group has… Continue reading Cinema Targets Key Demographics

Head of marketing at the Internet Advertising Bureau, Kieron Mathews, discusses why digital creative and media agencies need to find a way to work together to generate more effective campaigns…There’s a lot of talk of communications convergence these days – from hardware like telephones to music, TV and online, through to agencies championing convergence in… Continue reading Digital Creatives Need Creative Media