More Weekly Columnists articles

In an increasingly restricted, competitive and saturated children’s market, Siobhan Galvin, associate publisher at Egmont Magazines, suggests why the children’s magazine market will defy the downturn in 2009…The children of 2009 have grown up in a vastly diverse world of mass media, rapidly changing technologies and changing social standards. They have access to an infinite… Continue reading How does recession affect the children’s magazine market?

Sue Burden, head of brand & communications research at TNS UK, looks at the ways in which media planners can use the power of Word of Mouth…WOM is of course not just a happy accident that multiplies the effect of your campaign via a myriad of digital comment and it is not just limited to… Continue reading Word of Mouth – how to trigger the campaign amplifier

Jason Lark, MD at data enhancement and hygiene specialist Celerity, looks at how the economic downturn could prove a positive effect on the marketing industry…We could be forgiven at this time for believing that the marketing industry, like many others, is doomed to suffer disaster after disaster in 2009. Caught up in a downwards economic… Continue reading Seize the Day – Make the most of the recession and secure business success

Ahead of MediaTel’s ‘Future of Television’ seminar, Alex North, head of commercial operations at AGB Nielsen, looks at what Ofcom’s PSB blueprint and the forthcoming Digital Britain report mean for the future of television…There’s never been a more empowering time for TV viewers. An explosion of choice created by the ever-expanding list of channels available,… Continue reading The Future of Television

Travis Baxter, MD radio (strategy, regulation and business development) at Bauer Media, looks at what the forthcoming reports from Ofcom and Lord Carter could mean for radio…The ill economic winds have blown into the New Year of 2009, swirling around the imminent publication of two key industry reviews which will affect each of us as… Continue reading What will the Ofcom and Lord Carter reports mean for radio?

With the continuing popularity and increase of online VoD services, David Brennan, research and strategy director at thinkbox, looks at how TV and the internet can complement each other …Entertainment junkies that we are, we’ve always wanted more from our TVs – whether it is a bigger and better one, the ability to catch-up with… Continue reading Broadcast TV vs Online TV

The gaming industry is growing at an unparalleled pace with the take-up of massively multiplayer online (MMO) games and virtual worlds. Ed Bartlett, co-founder of in-game advertising company IGA Worldwide, details the opportunities that this new frontier offers brands…Since Sony launched the PlayStation in 1995, gaming has stepped out of the confines of the teenage… Continue reading MMOs – the new virtual frontier for brands?

With the current financial downturn expected to continue until 2010, Martin Hayward, director of strategy and futures at dunnhumby, looks at how brand loyalty can be sustained through turbulent economic times…In a recessionary period, there is enormous pressure to chase revenue of any sort, regardless of the long-term implications for brand health, price premium protection,… Continue reading Do consumers ditch loyalty in a downturn?

Sarah Robinson, digital media & technology account director at Future Foundation, gives us some insights into how social media is developing …As reported at MediaTel’s recent seminar, The Future of Online, social networking sites are booming. Global ad spend in 2008 will be $2 billion, a 55% growth on last year. In the UK, the… Continue reading Social Media Futures

Nick Mawditt, global director of insight and marketing at Kinetic, takes a look at some new research carried out by the outdoor specialist…Despite our ageing population and increasing economic uncertainty, people in the UK are spending more of their time Out of Home and engaging in the activities and lifestyle of the Moving World. As… Continue reading Moving World