More Opinion articles

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

Paul Keers, editorial director at Axon Publishing, examines how the internet is driving a boom in the catalogue industry rather than signalling the death of the print medium…When it emerged, many pundits believed that the web would be the death of catalogues. Of course, the same pundits also believed that the web would replace books,… Continue reading The Catalogue Renaissance

Why do some new technologies succeed and flourish and others flatter to deceive and then disappoint? James Myring, associate director at Continental Research, looks at two of the new convergence technologies, mobile and internet TV, and explores what makes a successful new technology…Mobile TV appears to be struggling. Data from the Continental Research Convergence Report… Continue reading IPTV Vs Mobile TV

After the launch of Emap Advertising’s new research panel, Richard Fero, insight manager for marketing at Emap Advertising, explains how invaluable consumer findings were revealed through polling more than 10,000 respondents…As anyone who conducts research will tell you, technological developments have meant that the rate of change in our markets has accelerated. Our business is… Continue reading The Inside