More Opinion articles

Customer publishing is an effective way of reaching consumers, with the market thriving in the UK. Julia Hutchison, COO of the APA, examines the sector, taking a snapshot look at the international market…Customer publishing in the UK continues to thrive. Last year customer magazines were named consumers’ preferred form of marketing communications by the DMA’s… Continue reading Customer Publishing Across The Globe

Video games have evolved dramatically since the days of Pong and Space Invaders, as has the advertising contained within the formats. Kieron Matthews, head of marketing at the Internet Advertising Bureau, examines the rise of the media and its potentially massive benefits for advertisers…Video games have come of age in the past 10 years. Many… Continue reading Press Space Bar To Begin

Ahead of MediaTel Group’s forthcoming ‘Future of Media Research’ seminar, Alex Burmaster, European internet analyst at Nielsen//NetRatings, looks at measurement in the online universe, focusing on the recent debate between the Guardian and the Telegraph in the battle for newspaper web dominance…The recent press and debate about what and how we measure in the online… Continue reading Making Sense of the Ad Opportunity Today

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?