More Weekly Columnists articles

Neil Perkin, founder of Only Dead Fish, explains what digital community practice really means, with his 10 key principles…

In our latest weekly column, Howard Sharman, asks whether Rupert Murdoch has finally “realised something that has eluded the business publishers, formerly the masters of targeted audiences? Is he willing to lose millions of (valueless) unique users because the ones that will be left are so much more valuable to advertisers?”

Gavin Sinden, digital strategy director at Equi=Media, on how weaving conversion strategy into wider marketing plans can lead to success.

Lindsey Clay, marketing director, Thinkbox, on the relationship between advertising creativity and business success.

Julia Hutchison, COO, APA, says that the key to getting cross-media content right is knowing where customers are interacting and how to translate a brand to the media they are using to do this.

John Snyder, CEO at Grapeshot, explains why “contextual targeting delivers results”…

Julian Reiter, managing director of Positive Thinking, says it has been ‘truly refreshing’ to see creative World Cup campaigns in “contrast to the somewhat blasé (perhaps even arrogant) assumption by some sponsors that consumers will automatically respond to their ‘official’ status, which has been, in true football vernacular, an obvious own goal”…

Dylan Mouratsing, global insight manager at Kinetic, on new research focusing on digital out of home media and how it can benefit advertisers.

Katherine Page, technical consultant at the National Readership Survey, explains why it is worth pursuing Project Fusion. “All the indications are that publisher websites have considerable potential to extend audience reach…”

In our latest weekly column, Lawson Muncaster, CITY AM managing director, explains why “people will pay – and understand they have to pay – if the content is good enough”…