126 Marketing Trends found for Media / Print


To minimise / maximise the insight just click anywhere within the orange box
UK Government Urged to Probe Digital Advertising Supply Chain

Trend Summary: A leading media trade body has urged the UK Government to investigate the digital advertising supply chain.


The News Media Association [NMA], which represents national and local newsbrands in the UK, is requesting the government to take action to ensure that ...

... genuine news outlets can survive. 

According to The Times newspaper, the NMA's request came in a submission to the House of Commons culture committee's inquiry into fake news.

The request comes in the wake of concerns voiced by Procter & Gamble's CMO, Marc Pritchard, as well as a recent Times article about brands unwittingly serving programmatic ads on extremist websites.

Says NMA chairman  Ashely Highfield: "News media publishers are by far the biggest investors in original news content, accounting for 58% of the total UK investment".

He added, however: "But the digital supply chain rewards the distributors of content, not the originators. Government and regulators cannot ignore for ever the impact of the Google-Facebook duopoly on our media landscape".

Read the original unabridged Warc.com article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Warc.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7118

Yahoo Ogles Premium UK Media

Trend Summary: Yahoo strikes global content partnership deals with premium UK media.



California headquartered US multinational technology company Yahoo has struck a content partnership deal with leading British newspaper brands The Telegraph, The Guardian, The Independent, the Evening Standard and ...

... Hearst UK.

The multinational mega deal will enable the publishers to distribute selected content via Yahoo's sites and mobile apps across five nations: the UK, USA, Canada, India and Singapore.

According to Comscore Inc, a cross-platform measurement company that measures audiences, brands and consumer behavior worldwide, Yahoo's content is read across multiple devices by 206 million people in the USA, 22 million people in Canada and 29 million people in the UK.

The figures for India and Singapore, however, relate only to desktop viewing and their readership  is 29 million and 3 million respectively.

The deal enables publishers to gain a share in the revenues gleaned from advertising that are run alongside each article.

Says Yahoo's Greg Miall, director of global partnerships: "This deal is about giving these publishers access to a much wider audience than their content currently gets."  

Read the original unabridged CampaignLive.co.uk article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CampaignLiveco.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7101

Revival Predicted for UK Magazine Industry

Trend Summary: 2017 is predicted to be the year of resurgence for magazines in the UK.


Innovation and audience-led solutions will be the key to success for British magazines in 2017, despite the fact that print media as a whole hasn’t been attracting the right sort of headlines due to ...

... falling audiences and sliding revenues.

According to Sarah Hennessy, managing director at advertising  and media planning agency MEC UK, 2017 could be the year magazines re-emerge as a viable medium with a long-term future.

Ms Hennessy aclnowledges that there are challenges however, with the prospect of further consolidation leading to uncertainty.

Nonetheless, she notes a sense of buoyancy in the sector with magazine publishers seeking innovative ways in which to further engage their audiences, leading to a deeper brand experience.

Despite a cloud of overall decline, Hennessy sees a silver lining for the industry.

This, coupled with improvements in measurement that will catch up with multiplatform behaviour, signals a better growth story for magazines. In sum, says Hennessy, "I wouldn’t write off the magazines sector."

Read the original unabridged CampaignLive.co.uk article.

[Estimated timeframe:Q1 2017]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: CampaignLive.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7072

Print Ads Still Rule the Consumer Confidence Roost

Trend Summary: A recent survey reveals that print ads influenced a purchase by more respondents than any other paid medium.


In a recent survey of more than 2,000 US consumers, data specialist MarketingCharts found that print ads (82%), followed very closely by TV ads (80%), influenced a purchase for more respondents than ...

... any other paid medium.

Also rated for trustworthiness were Direct mail (76%), radio ads (71%) and out-of-home ads (69%) while, perhaps surprisingly, the bottom-ranked eight were all variations of digital ads, from search down to mobile and pop-ups.

Trust doesn't translate into embrace, however, since traditional media ads are not immune to being ignored. Even satisfied customers will ignore their print ads (35%), discard their print ads or catalogs (34%), or mute, skip or turn off the TV channel (34%).

It is more than twenty years since ads starting appearing in digital media, yet the industry has made little to no progress in building trust either with users and not with with agencies and brands either.

Read the ortiginal unabridged MediaPost.com article.

[Estimated timeframe:Q4 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7054

Microsoft Sets Its 'Storytelling' Sights On Journalists

Trend Summary: Microsoft has introduced its Power BI program to journalists, claiming 'effective data storytelling'.


According to US technology news site Geekwire, Microsoft today released Power BI, a new pilot program dedicated to journalists, enabling effective data storytelling which includes ...

... visualisation, graphics and insights.

Microsoft Ceo Satya Nadella recently said that 'data is the new electricity' and as Power BI is free to use, the business intelligence tools are meant to simplify complex sets of data and enhance the overall story.

Branded as the Data Journalism Program, Power BI features five video courses on “visualisation methodology for effective data storytelling” with accompanying demos for Power BI.

The courses include an introduction to visualisation, an overview on data exploration, detail on truthful visualisation, tips for choosing the right graphics, and insights on design and narrative.

Read the original unabridged Geekwire.com article.

[Estimated timeframe:Q4 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Geekwire.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7009

Time Inc Embraces New Approach To Selling Ad Space

Trend Summary: Time Inc. is embracing a category-focused, more streamlined approach to selling advertising to agencies and clients.


As a self-styled "digital-first company," Time Inc is attempting to keep pace with tech giants like Google, Facebook and Comcast, in addition to fellow magazine publishers like ...

... Hearst and Condé Nast.

According to Mark Ellis, president and COO of sales and marketing at Time Inc, the competition has changed. Says Ellis of powerhouses such as Facebook and Google: "I wouldn't say we copied them ... but it is a similar approach."

Comparing Time Inc's old, more brand-focused approach to the new strategy Ellis admits: "It was confusing, it was redundant, but now we're operating one-stop shopping."

Looking forward, Ellis projects that 60% of sales business will be covered by the category sales structure and 40% from brand sales, with digital spread across both.

However, while Time Inc is positioning the move toward a category-focused approach as "forward-looking," the company's success probably still rests on the power of the magazine brands that comprise it.

Summarises Samir Husni, director of the Magazine Innovation Center at the University of Mississippi's school of journalism: "I truly believe that advertisers and sales folks are still in the business of selling and buying name brands. "Beauty means nothing unless there are beauty magazines, and politics means nothing unless there is a Time magazine."

Read the original unabridged AdAge,com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdAge.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6960

New Technologies Boost Local And Regional Newspapers

Trend Summary: New technologies and revenue sources provide hope for local and regional newspapers.


Overall confidence in the sustainability of the US local and regional newspaper industry has remained virtually static since last year, despite which 33% of American publishers believe that ...

... the industry is getting healthier.

Their new found confidence is probably based on new technologies, new ways of thinking about their business model and the new sources of revenue available thanks to digital and social products and services.

According to Gregory J Osberg, founder/ceo of Revlyst, a company specialising in client acquisition for early stage startups: "The main benefit that newspaper content provides is a high level of journalistic integrity, credibility and quality.

"Consumers are tired of clickbait content, seeking instead more locally-focused stories. Only newspapers have the resources and editorial knowledge to provide that level of local content.”

Revlyst reports that a massive majority (87%) of publisher respondents rank print ads and classifieds as "very important" to revenue generation.

Subscriptions and websites were ranked as second and third in importance, with 74% and 64%, stating the websites to be "very important" to revenue generation.

Conversely, respondents ranked video as the least important to revenue, with 60% stating it was not important.

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q3 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6955

Magazines Rule Roost for Adspend RoI

Trend Summary: A new study in the USA reveals that magazines deliver the highest return on advertising expenditure.


The study, presented yesterday at the Advertising Research Foundation's Audience Measurement 2016 conference, revealed that in the wake of magazines, the second most effective media platform is display advertising with a return on advertising expenditure [ROAS] of ...

... $2.63.

Crows Linda Thomas Brooks, president/ceo of the Association of Magazine Media: “Over the past year, there has been a preponderance of evidence to prove the effectiveness of print advertising and the power of magazine media to both tell and sell.”

To understand the average ROAS across media type, over the course of eleven years (2004-2015) Nielsen Catalina Solutions analysed nearly 1,400 campaigns across 450 brands from seven popular categories: baby, pet, health and beauty, general merchandise, food, beverage and over-the-counter (OTC).

Read the original unabridged MediaPost.com article.

[Estimated timeframe:Q2 2016]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6910

McKinsey Forecasts Sag in Global Adspend Growth

Trend Summary: Media spending worldwide is forecast to rise at a compound annual rate of 5.1% over the next five years.


According to a report released today by multinational management consulting firm McKinsey, global spending on media is forecast to rise at a compound annual rate of 5.1% during the next five years reaching ...

... $2.1 trillion in 2019.

However, this growth actually reflects a general slowdown, according to McKinsey's study of consumer and adspending data in every global media and entertainment sector.

The report predicts that digital advertising, video games and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7%, 8.1% and 7.8% respectively through to 2019.

Spending on cinema will expand at a projected 5.4% compound annual growth rate, followed by TV advertising at 5.0%.

McKinsey also posits that while today’s stronger segments will continue to be strong over the next five years, they will probably grow more slowly.

Read the orignal unabridged McKinsey.com report.

[Estimated timeframe:Q1 2016 - Q4 2019]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: McKinsey.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6799

Native Advertising or Content Marketing?

Trend Summary: The US marketing fraternity is currently facing a dilemma: how to choose between native advertising and content marketing? 


Many marketers on both sides of the Atlantic remain confused as to the difference between native advertising and content marketing. Put simply, the former is a sub-set of content marketing, e.g the now widespread practice of using content to build ... 

... trust and engagement with customers. 

Achieving this isn't easy. Brands must first wade through a plethora of information to decide what is best suited to their purpose.

However, with spending on native ads in the US predicted to reach $7.9bn in 2015 and soaring to $21bn in 2018, it appears that brands are rapidly warming to sponsored content.

Two factors are critical to success in content marketing. Careful definition of your goal and how to measure success. Ask yourself - are you aiming for brand awareness and impressions, or audience engagement?

According to the Huffington Post article, each requires different modes of planning and execution.

Although editorial content placement is never guaranteed (unlike native advertising, where you pay to play), the rewards can be significant.

Read the original unabridged HuffingtonPost.com article.

[Estimated timeframe: Q3 2015 - Q42018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: HuffingtonPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=6682