More Opinion articles

Pre-testing the effectiveness of ad campaigns should be high on the agenda of marketers, according to IPC Prospector’s ad marketing manager, James Papworth, who explains the importance of trial runs in the production of promotional activity…What was the last thing you bought without trying it out first? A new variety of ready-meal perhaps, or a… Continue reading Testing Times

Media Group, Carat, recently appointed Dominic Williams to the newly-created position of press director, building on the agency boss’s eight-year career with the firm. He explains the significance of the new role, and his plan to put press at the top of the table in the coming months…Since being promoted to become Carat’s Head of… Continue reading Pressing Ahead With Print

The battle for supremacy amongst London’s radio stations is closer than ever, with high-profile TV personalities being brought in by broadcasters to bolster competing schedules. Paul Chantler, programming consultant and former group programme director of The Wireless Group, Essex Radio Group and Chiltern Radio Network explains how, despite their household names, the current slew of… Continue reading Getting A Bigger Bite Of Breakfast

Podcasting promises to provide consumers with on-demand, specialist media completely free of charge, but is it just a passing fad? Can commercial broadcasters still carve a slice of the online action for themselves? Jean-Paul Edwards, head of media futures at Manning Gottlieb OMD, explains the implications of the new technology, and the ways in which… Continue reading Podcasting – Worth All The Fuss?

class=”article”>Internet piracy has long been associated with music, but Ben Coppin, COO of leading Internet monitoring company, Envisional, explains that internet piracy of TV programmes is beginning to shape the future of the television industry in much the same way as early music sharing networks did for record companies….The online distribution of music, films and… Continue reading NewsLine Column: Watching The Programme Pirates

The online advertising industry is expected to grow by more than 50% this year as more and more marketers realise its value on the media schedule. With this in mind, Martin Child, managing director of search targeted marketing firm Overture, looks at how the online marketing model will evolve over the coming months…It’s no secret… Continue reading NewsLine Column: The Future Of Online Marketing

Despite an overwhelming amount of hype surrounding its launch at the end of the nineties, interactive TV has been slow getting out of the blocks. However, after a number of false starts the medium is slowly finding its way into the marketing mix and Nigel Gwilliam, e-commerce and new media consultant at the IPA, is… Continue reading NewsLine Column: A Crucial Year For Interactive TV

With the latest figures from the IAB showing that internet advertising is quickly reaching maturity, Nick Sparey, consultant at Media Audits, explains that accountability is key to making online an increasingly important part of the marketing mix.The growth in internet advertising has been well-chronicled for some time now, with the medium developing in size through… Continue reading NewsLine Column: Accountability Will Be A Key Measure Going Forward