126 Marketing Trends found for Media / Print

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Women's Print Magazines Teeter on YouTube Death Row

Bottom Line: According to Nicole Martinelli of the Internet Journalists' Network, tomorrow's magazine journalist is more likely to work with video, answer reader comments online and publish news on social media.

The Hearst Magazines unit of Hearst Corporation, one of the world's largest publishers of monthly magazines, recently launched HelloStyle, a YouTube channel featuring five of its women's titles, among them Cosmopolitan, Marie Claire and Harper’s Bazaar, backed by a $10 million budget. Thus far the project has produced ...

[Estimated timeframe: Q2 2012 onward]

... a few dozen videos with content that slips down like an ice cream treat and makes the print editions of these magazines seem obsolete.

The initial line-up is a cornucopia of fresh content, offered five days a week, including such fodder as 'Big Girl in a Skinny World"'and 'Visible Panty Lines'.

To date, subscribers' reaction to the channel has been positive, though many don't understand its stockpiling of 'evergreen' content, a typical strategy for a monthly.

According to one comment posted on the site: "You guys need to stop posting like 10 videos per day... all i see in my subscription bar thingy is your videos...i like them but its too much!!" quoth a pseudonymous reader named nailsbeautyfashion, in a comment echoed by other viewers.

For what it's worth, however, MarketingTomorrow predicts the Hearst venture will prove a runaway success, emulated by all major womens' interest publications worldwise. And likely a raft of masculine titles as well!

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

Source: IJNet.org
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5823

'Broad-Based Optimism' Among Largest US Advertisers Bodes Well for 2012

Bottom Line: "When America sneezes the world catches a cold", so the old saying goes. Presumably the converse is equally true - in which case new research suggests that 2012 will be an upbeat year worldwide for all but print media.

In the latest update of Advertiser Perceptions' flagship Advertiser Intelligence Reports [AIR], the research-based advertiser-insight and guidance provider perceives continued optimism for 2012, both among marketers and agencies. Indeed the semi-annual index reflects its second-highest reading since 2007, with a majority of survey respondents planning to ... 

[Estimated timeframe: Q2 2012 - Q4 2012]

... increase their spending. The Fall 2011 AIR survey represents the 5th consecutive “optimistic” finding since the latest recession affected the advertising marketplace in 2007-2008.

Advertiser optimism, however, varies by medium. But all media have enjoyed varying degrees of improvement, with respondents showing the greatest optimism for advertising via mobile, digital, and cable-television media. They also showed moderate optimism for broadcast, and expect improvements for magazines and national newspapers. Even so, sentiment for print-media platforms remains largely pessimistic. 


A majority of advertisers in every major advertising category anticipate increasing their ad spending in 2012. Based on this data, Advertiser Perceptions anticipates that the most optimistic advertisers will be in beauty, alcoholic beverages, financial products/services, consumer electronics, and automotive categories.

Nearly all major advertisers have expanded their budgets for digital ad channels. As a result, the optimism trends in those chanels are especially strong. Search advertising is rebounding after a slight dip in the Spring of 2011, while optimism for digital video media is exceptionally strong.

Comments Advertiser Perceptions' founder/ceo Ken Pearl: “In 2012, the nation faces an uncertain economic environment, an unclear political climate, and unsteady consumer confidence.

“Nonetheless, in our large and comprehensive survey of more than 1,200 media decision-makers, AIR Wave 16 found broad-based optimism over the coming twelve months. This optimism among advertisers has been consistent in AIR since the Fall of 2009.”

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

Source: AdvertiserPerceptions.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5787

Online to Account for Lion's Share of Global Adspend by 2017

Bottom Line: The latest 'Global Advertising Forecast' from transatlantic market intelligence firm Strategy Analytics predicts that advertising spend online is expected to overtake print in Europe (it has already done so in the UK) and globally in 2017.

Following 3.8% growth in 2011, global advertising spending is expected to grow by 4.9% in 2012 to $465.5 billion, forecasts the firm. Ed Barton, Director of Digital Media Strategies at Strategy Analytics, explains: “Major global-impact events led by the Olympics, the US Presidential Elections and the European Football Championships -as well as Japan’s continuing recovery from the earthquake - combine to paint a brighter picture globally in 2012 for advertising spending overall. Furthermore we expect that total adspend will surpass half a trillion ($500bn) dollars in 2014.” Looking even further into the future, the firm predicts that Europe will ...

[Estimated timeframe: Q1 2012 - 2017]

...  “present the sternest challenges to forecasting.

"Structural macroeconomic issues based on unsustainable national and household fiscal deficits and the ever-present threat of a major shock in the form of a Eurozone default means that the region is one defining incident away from all forecasting outlooks effectively being rendered irrelevant in a single stroke.

"However, assuming that the Eurozone can build its way out of the current uncertainty we are likely to see a situation characterized by some territories suffering a long term zero-to-negative growth environment where spending will remain very low (Spain, Greece, Italy, Portugal).

Stronger Western European economies (UK, Germany, France) will grow slowly with the occasional fillip from one-off drivers such as major sporting events.

Growth, albeit from lower spending volumes, is likely to come from Eastern and Central Europe (Turkey, Russia) and the ongoing growth trajectory of online formats, in particular online video and social networking.”

View expenditure forecast charts.

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

Source: StrategyAnalytics.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5780

BRIC Nations to Lead World Adspend Growth in 2012

Bottom Line: According to marketing intelligence provider Warc, the so-called BRIC nations [Brazil, Russia, India and China] will lead world advertising growth this year, leaving Europe and (to a lesser extent) the USA trailing in terms of increased expenditure

Leading the race for adspend growth will be Russia which, Warc predicts, will leap by a substantial 16.5%, with India hard on its heels at 14.0%. China is set to grow 11.5%, while spend in Brazil is forecast to grow by 8.5%. Mainland Europe, on the other hand, is destined to languish with economic powerhouse Germany recording just 1% growth in adspend; France (0.8%) and Italy (-0.2%). In the UK, however, the picture is ... 

[Estimated timeframe: Q1 2012 onward]

... rosier, with predicted growth of 4.2%, courtesy of the dual uplift of the London Summer Olympics and the 2012 UEFA European Football Championships.

As for the USA, which is forecast to see a 4.1% increase in ad spend, its TV broadcasters will benefit bigtime from the November presidential and congressional elections.

Indeed, across all twelve nations covered by the survey, TV is predicted to increase its share of main media advertising, growing by 5.3% versus the all-media total of 4.5%.

As to online advertising, however, the pace of expansion is expected to slow to 12.6% this year, down from an estimated 16.6% in 2011. Despite which the internet is expected to account for 20% of all media spend come the end of 2012.

Comments Warc data editor Suzy Young: "With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets.

"Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots in the data, with TV's performance looking particularly encouraging."

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

Source: Guardian.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5765

US Ad Market Set to Cede Pole Position to BRIC Nations by 2014

Bottom Line: Aggregated ad spending in emerging markets is expected to exceed that of the US come 2014. Moreover, hotspots including the BRIC nations [Brazil, Russia, India, China], are moving up the league table fast.

According to Publicis Groupe's ZenithOptimediaChina, the largest of the four BRIC nations, accelerated past Germany in 2010 to become the world's third-largest ad market in 2010, while by 2015 China's media adspend is poised to overtake Japan, the current runner-up in the world adspend stakes. Meantime, Brazil, Russia and India also continue their upward trajectory ... 

[Estimated timeframe: Q4 2011 - Q4 2014]

... in the world adspend league table. In 2011 Brazil hit number six in the global rankings, Russia came in at No. 11 and India 16th.

In a list of up-and-comers, acronymized as MIST, Mexico ranked No. 15; Indonesia, 17; South Korea, 12; and Turkey, 24. 

Says Zenith's head of forecasting, Jonathan Barnard: "Emerging markets are the main source of ad-expenditure growth. Over the next three years, half of all global growth in ad expenditure will come from just ten markets: the BRICs, the MISTs, South Africa and Argentina."

The twenty-five largest ad markets in 2011 include ten emerging economies:

  • BRIC nations (see above)
  • MIST (see above)
  • South Africa (No. 14)
  • Thailand (No. 22)
  • Argentina (No. 26)

Among the 100 largest global advertisers, thirteen companies allocated more than 10% of 2010 measured-media spending to China, according to AdAge's Global Marketers report.

But don't jump to hasty conclusions, counsels Zenith: "The US remains the powerhouse of advertising, with spending more than three times that of No. 2 Japan.

Nonetheless, the USA's share of major-media global ad spending (TV, print, radio, cinema, outdoor and internet) fell from 44% in 1986 to 33% in 2011.

Analysing ZenithOptimedia's forecast data, AdAge DataCenter notes that spending in emerging markets is reaching a tipping point. Other key points highlighted by AdAge are ...

  • Such outlays will make up 33.2% of worldwide major-media spending in 2014, marginally ahead of the US share at 32.0%.
  • Emerging markets accounted for just 4% of worldwide major-media ad spending in 1986.
  • Per capita spending in emerging markets remains a fraction of that in the United States.
  • Advertisers spent $498 for every man, woman and child in the US in 2011. In China they spent $22 per capita - roughly equating to America's per capita ad expenditure in 1946.
  • But consider how far China has come since 1986 when its per capita ad spending was just 9 cents!

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=5726

US Media Guru Takes Downbeat View of US Ad Growth Thru' 2012-13

Bottom Line: Former Interpublic Group media savant Brian Wieser - now senior research analyst at Pivotal Research Group, New York - offers a downbeat assessment of US advertising growth in the year ahead - a meagre one percent.

A report issued today by Pivotal Research Group [PRG] predicts that advertising stateside will grow in 2012 by a miserly 1.0% on a normalized basis (excluding the impact of political and Olympic-related activity). Brian Wieser's prediction is based on extensive ongoing conversations with practitioners of media buying and selling. Significantly, the report expects revenue growth to arise almost solely from ... 

[Estimated timeframe: Q4 2011 - Q4 2012]

... the introduction of new categories or emergence of new brands. It also assumes that individual marketer budgets will tend to hold constant over time. Maintaining the downbeat mode, Wieser doesn't foresee any significant new categories/brands emerging in 2012.

The report predicts that spending levels will generally flatten through the middle of 2012, after which the impact of status quo “new normal” should return, with weak growth in the periods that immediately follow. In the shadow of August’s U.S. debt downgrade, budget-setters approached uncommitted advertising expenditures with hesitation, although not to the extent initiatives were halted outright (as occurred during 4Q 2008).

Among the key points arising from the report are:

  • Expectations for soft economic conditions reinforce short-term view and drive long-term view.
  • Macro-economic data offers a proxy for new category and brand creation. Quantifying the creation of brand-differentiated categories is an elusive goal, but PRG posits that such activity tends to coincide with economic growth.
  • The report focuses upon Personal Consumption Expenditures [PCE] and Industrial Production given the high correlation these variables have with changes in media owners’ advertising revenues.
  • The Philadelphia Federal Reserve recently released its updated Survey of Professional Forecasters, which provides consensus expectations from more than fifty economists. The survey indicates approximately 4% growth in nominal PCE in 2012, which compares with nearly 6% levels from between 1991 and 2007.
  • If, in parallel, Industrial Production rises by 3% the regression model used by PRG to predict advertising growth yields only 1% growth.
  • Assuming industrial production picks up in following years - reflecting a modestly improving economy in 2013 and beyond - we would expect 2-3% growth rates for the market over longer time horizons, at least until broader economic conditions meaningfully improve.

Individual medium growth trends in 2012 will reinforce a “have/have-not” media economy, between TV and Digital on one hand and other forms of traditional media on the other.

Simply put, in scarce times, marketers are concentrating their budgets among their primary medium (often network TV for large brands seeking awareness) and a secondary medium (often Digital platforms for traditional brand marketers, who typically pursue engagement-based outcomes among a subset of the population who are aware of their brand attributes). In general, we expect to see National Mass Media continuing to gain share at the expense of Local Mass Media.

But Direct Media should continue to grow faster than Mass Media. In this context, mobile advertising will grow fastest, up 37% in 2012, decelerating in percentage terms from 2011, but adding a comparable amount of dollars in absolute terms.

Paid Search will add the most in absolute dollars among all media during 2012, up from $14.8B to $17.0B. Also of note: while PRG expects National Cable will perform well versus other media, that medium should slow significantly in 2012, rising by only 4.8% (compared to a gain of 9.0% in 2011).

Unsurprisingly, Local Newspapers will fare worst during 2012, falling by 9.4% to generate $1.8B less revenue than in 2011. Only Directories will perform weaker in percentage terms, falling by another 22.6% for the year.

The complete report can be accessed by clicking here.

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

Source: Press release
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5722

Weak US and UK Economies Will Push Traditional Media Ads Online Thru 2015

Bottom Line: According to the latest Media Outlook from PwC, the fragilitity of the US and UK economies over the next five years will accelerate the shift from traditional media to online channels.

The ongoing battle between traditional and digital media for advertising dollars is likely to snowball over the next decade, predicts beancounter PriceWaterhouseCoopers, whose diverse clientele includes the US Interactive Advertising Bureau and the UK's Internet Advertising Bureau. [Not, of course, that this business relationship would in any way influence PwC's predictions.]  But as reported in MarketingTomorrow earlier this month ...

[Estimated timeframe: Q4 2011 - Q4 2015]

..., global media shop ZenithOptimedia takes a more bullish view of the economic outlook.

Overall, however, PwC expects varying degrees of growth across the media spectrum over the next five years, predicting that as "advertising on social networks soared during the first half of this year, jumping 20% in the US and 12% in the UK", these growth rates were above its initial projections and are currently fueling the collective internet advertising market - which is apparently benefiting from the struggling economy. 

Search remains strong as does mobile, with the spread of tablets and smartphones.

In its updated media outlook for 2011-15 PwC posits that "the weakening economy is accelerating the shift of advertising from traditional media to the internet.”

Social networking is also contributing to a buoyant TV market by “stimulating interest, and live viewing, in shows.”

However, PwC stresses that its projections across the ad market for 2011 remain on the “conservative side”, whereas ZenithOptimedia now forecasts a 2.5% increase in North America overall.

PwC, on the other hand, projects 2.2% growth. Globally, the figures are 3.6% and 3.1%, respectively.

There are three regions, however, where the two firms diverge to an even greater extent. In Asia-Pacific, Zenith expects 5.5% growth, while PwC is at 2.4%. PwC says strength in China and India is being dragged down by a slower Japan.

In Europe/Middle East/Africa and Latin America, PwC is more bullish than Zenith. PwC projects a 4.1% increase in EMEA this year, compared to Zenith at 2.9%.

In Latin America, PwC has an 8.1% projection, compared to a notably lower 4.9% at Zenith. Nonetheless, PwC says Latin America could be doing even better: “The slowdown in the US economy is adversely affecting Latin America, which relies on the US for its exports.”

[These conflicting forecasts bring to mind the mediaeval theologians who spent years engaged in earnest debate as to the number of angels able to dance on the head of a pin!]

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

Source: Media|Post.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5693

TV, Print and Web Integrate to Launch World's First Augmented Reality Newspaper

Bottom Line: In a world 'first', Irish broadcaster TV3 and freesheet publisher Metro Herald have launched a newspaper that links via smartphone to deliver video content to consumers.

Dublin's Metro Herald free newspaper has allied with commercial TV station TV3 to launch the world's first "augmented reality newspaper" - a concept almost certain to be emulated across the globe by other media alliances. The venture will launch with five so-called 'smart editions' in which the newspaper will link with TV3.ie, the broadcaster's interactive website, enabling the paper's readers to engage via cameras in their smartphones or tablets with ...

[Estimated timeframe: Q3 2011 onward]

... video content provided by the station's FYi TV channel.

This, in turn, will take them to the daily What the Blipp? in-paper feature and to additional video content, provided by fyi.

The innovative concept was implemented via a deal with Blippar, which works by using the built-in cameras in smartphone or tablet’s to recognise real world objects and print, instantaneously providing digital connections to information or interactive entertainment on users' devices.

No scanning or photography is needed; users simply hold their device up to (or hover over) anything 'blippable' to obtain an instant response - for example a web link, video, coupon, a 3D product experience or an augmented reality game.

Metro Herald will also be using Blippar across additional editorial content, including a Guilty Pleasures daily poll, daily crossword answers and email the Mailbox (letters page). Also, by blipping the masthead, readers will be able to see an introductory video explaining how Blippar works.

Says Kiearan Forde, marketing manager for Metro Herald: "We know 70% of our readers now own a smartphone and internet usage via their handset is very high. Therefore, as a newspaper, we are always looking for ways to embrace smart technology and make our product as interactive as possible.

"We have already launched QR codes and an augmented reality campaign with Mazda into the Irish print market.

Metro Herald is a joint-venture between the UK's Associated Newspapers, Independent News & Media and The Irish Times.  

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

Source: SiliconRepublic.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5672

World Print Media Face Long-Term Decline Thru 2025

Bottom Line: The long-tem outlook for print media is dire according to the latest report from paper industry trade body RISI (Resource Information Systems Inc).

Cassandra-figures within the new media and marketing industries have long predicted doom for the western world's newspapers and magazines, albeit that many of these questionable forecasts were disseminated by rival media. This week, however, an unimpeachable source, RISI -- the worldwide trade body representing paper and newsprint manufacturers -- published its own woebegone vision of the future of print ...

[Estimated timeframe: Q3 2011 -2025]

,,, predicting that total demand for paper for magazines and newspapers will drop 12% to 21% by 2015 -- attributing the slump directly to the rise of tablet computers and Kindle-syle eReaders.

And that's just the beginning, according to RISI, which says paper usage will drop another 40%-50% by 2025, leaving some paper manufacturers reeling.

At the end of 2010, according to the RISI study, around 15 million tablet computers and 10 million eRreaders were in use in North America, where unit sales of tablets alone are projected to total between 120 - 190 million by 2015.

Moreover, a survey by Morgan Stanley found that 42% of Americans who own a tablet said they plan to cancel their newspaper subscriptions; iBooks continue to be among the most popular free apps for the iPad; and Amazon revealed that digital books outsold print books in the USA last year.

According to John Maine, RISI vp for world graphic paper, who led the trade body's study: "As many graphic paper producers make their living selling paper to the publishing industry, those companies will be greatly affected by media tablets [and] significant demand impacts could come as soon as 2012."

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=5651

Partial Global Adspend Recovery Predicted by End of 2012

Bottom Line: Global adspend is likely to remain flat this year with a partial recovery in 2012.

Growth in worldwide advertising expenditure is likely to remain horizontal for the remainder of this year, predicts UK-based marketing intelligence specialist WARC [World Advertising Research Center]. The researcher is not alone in its gloomy prognosis. WPP Group's media arm, GroupM, last month shaved 1% from its global adspend predictions for 2011, citing the impact of the Japanese earthquake and political mayhem in the Middle East. WARC, however, has qualified its outlook with a ray of sunshine, revealing that ...

[Estimated timeframe: Q3 2011 - Q4 2012]

...  when measured at constant 2005 prices adjusted for inflation (the baseline used by the IMF and several other key indices), total adspend in the twelve surveyed markets will actually decrease by a meagre -0.1% year-on-year.

Moreover, WARC foresees a partial recovery in 2012, triggered by general economic growth, with a 5.7% boost in adspend measured both in current and constant prices.

The media covered by the WARC survey are newspapers, magazines, TV, radio, cinema, out-of-home and internet. The markets surveyed were:

  • Australia
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • UK
  • USA.

Summarises WARC's data editor Suzy Young: “Global economic conditions remain unsettled and this is making marketers cautious, particularly in Western Europe, Japan and the US.

“As a consequence, marketing budgets for 2011 are likely to be smaller than initially hoped. The next three months will be crucial.”

Meantime, in 2011, the emerging eastern economies continue to lead the way in terms of adspend growth. Of the dozen nations expected to record the strongest year-on-year adspend increases at current prices are Russia (19.5%), India (15.5%) and China (12.2%). They are also the fastest growing at constant 2005 prices.

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

Source: Marketing week.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5632

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