126 Marketing Trends found for Media / Print

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Fast Food Ad Ban Mooted by US Doctors

Bottom Line: The advertising of fast, unhealthy foods could be at risk of a US national ban following lobbying by The American Academy of Pediatrics.

The American Academy of Pediatrics, a group of 65,000 physicians, has issued a statement calling for Congress and the Federal Trade Commission to enact laws preventing the advertising of allegedly unhealthy foods. In particular, the medics are concerned about the advertising of such products to children, claiming that "kids see 5,000 to 10,000 food ads per year, most pushing unhealthy foods". Alleges Dr Victor Strasburger, the statement's lead author ...

[Estimated timeframe: Q3 2011 - 2014]

... "We've created a perfect storm for childhood obesity - media, advertising, and inactivity. American society couldn't do a worse job at the moment of keeping children fit and healthy - too much TV, too many food ads, not enough exercise, and not enough sleep." 

In April, the FTC and other agencies released a set of voluntary principles regarding the marketing of foods to children. These cover ads targeting children 17 and below, and  are limited to products that have the right ingredient profile.

Comments on the voluntary guidelines are due later this month (July 14) but the food industry has already criticized the guidelines as "draconian". Howls a Campbells Soup spokesman: “The nutritional criteria . . . are highly unrealistic."

While the most prominent of the usual suspects,  Dan Jaffe, evp, Association of National Advertisers complains: "They’re asking the whole industry to change behavior, and they’re using old data to justify it.”

Jaffe cites the self-regulatory program introduced in 2006, when advertisers (collectively representing 70%-80% of all ads targeting children)  amended their products and messaging.

Though the FTC's latest guidelines are voluntary, advertisers are worried the could lead to future clampdowns. “There is the force of regulation behind it,” Jaffe says.

Meantime, in the opposite corner is nutritionist and New York University Professor Marion Nestle, whose tome Food Politics: How the Food Industry Influences Nutrition and Health describes tactics used by food company marketers to lure children as young as two years to consume their products.

Nestle quotes one marketer saying: "Kids are a growing demographic and [advertisers] are trying to get in on the ground floor." Another marketing strategist defended childhood advertising as "nothing less than primary education in commercial life."

But, warns Professor Nestle: "Children comprise a multi-billion dollar market, and what better way to instill brand loyalty and increase lifetime profits than by marketing to the youngest, most vulnerable, members of society?"

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

Source: RTNews.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5614

World Ad Revenues Forecast to Grow 6.8% Annually Thru' 2016

Bottom Line: Ad revenues worldwide are set to grow over the next five years. But it could be a bumpy ride - especially for print media.

Following an 8.0% rebound in 2010, IPG's MagnaGlobal media unit predicts that media suppliers around the world will grow their advertising revenues during 2011 by 5.2% to total $428.4 billion on a constant currency basis. This is a downward revision from the company's previously published expectations of +5.6%. Long-term growth rates, however ... 

[Estimated timeframe: Q3 2011 - 2016]

... have been upgraded, reflecting stronger expectations for emerging markets through 2016.  Magna's compounded annual growth rate [CAGR] for the global industry is +6.8% over the next five years, compared to previous expectations in late 2010 of +6.3%. In individual media sectors ...

  • Traditional television advertising is expected to grow 8.3% on average through 2016, gaining more advertising market share in North America (the world’s largest TV market) than in any other region.
  • Concurrently, the media mavens predict that online advertising will overtake newspapers as the second-largest advertising medium by 2012, reaching US$129 billion in 2016. Technological advancements in ad serving, targeting and measurement, improvements in search quality, and rapid growth of social media will all help the medium attract more investment.
  • By contrast, Magna expects a slight temporary decline in print media revenue, compared to the media shop's previous expectation of positive growth of less than 1%. Over the next five years, however, newspapers and magazines collectively should grow 1.6% on average, an upward revision from our previous estimate of 1.2%.
  • In many emerging countries, particularly in those where literacy rates are rising and the threat of online substitutes remains limited, newspapers remain a popular medium to distribute content to consumers.
  • Radio estimates remain largely unchanged, but out-of-home should continue to see relatively more favorable trends, which will help make it the second fastest growing medium after online over the next five years.

In dynamic USD terms – important to a media owner or advertiser who does not hedge currency exposure – global advertising will rise by +9.2% during 2011, and continue to grow by a CAGR of +8.1% through 2016.  [Magna's currency estimates assume a depreciating US dollar against most other currencies over the next five years.]

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

Source: MagnaGlobal.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5597

Global Adspend on Course to Hit $1.9 Trillion by 2015

Bottom Line: The ongoing proliferation of digital media will create increasing media and ad evaluation problems over the next five years.

In its latest survey of the world's media industry -- Global Entertainment and Media Outlook: 2011-2015 -- PricewaterhouseCoopers reviews a "constantly changing environment where new online resources, formats and uses are being developed." It's a scenario, says the consultancy, that makes measuring the effectiveness of online advertising a complex matter. The study considers the different ways of measuring the effectiveness of online advertising, noting as a starting point that ...

[Estimated timeframe: Q3 2011 - 2015]

... in 2010 advertising budgets allocated to internet media represented 16% of total advertising expenditure worldwide -- a figure that could reach 21% within the next four years.

Warn the report's authors, Marcel Fenez and Christ Economos: "With an increasing proportion of advertising budgets going to online campaigns, measuring performance is more than ever a key issue."

The findings of the study, which includes input from eleven major global advertisers, identifies the different ways of measuring the effectiveness of online advertising:

  • Objectives of online communications strategies
  • The web's contribution to branding objectives
  • Impact of online campaigns on offline sales
  • Media mix effectiveness
  • Impact of online advertising on browsing behaviour
  • Impact of targeting on all aspects of a campaign
  • Impact of advertising formats on conversion and branding.

As part of PwC's global consumer research program, the firm's Entertainment, Media, and Communications practice is conducting a series of consumer discovery sessions to elicit candid feedback and gain new understanding of consumer attitudes and behaviors in a rapidly changing media landscape.

Sampling the 18 to 24 age group, the research combines facilitated online community discussions with face-to-face consumer discovery sessions. Hypes PwC: "This integrated approach yields powerful business insights that help our clients identify and capitalize on emerging trends."

[One of PwC's most illustrious clients being, of course, the Interactive Advertising Bureau.] 


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

Source: PWC.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5595

China Proposes Global Media Oversight Body

Bottom Line: Proposal could eventually result in formation of a global UN-style media oversight body.

Earlier this week the Wall Street Journal published an articled penned by Li Congjun, president of China's Xinhua News Agency. Entitled Toward a New World Media Order, Li argues the case "when the conditions are ripe" for a  long-term, non-governmental mechanism to coordinate the global media industry, likening it to a "Media UN". His proposal is likely to trigger much impassioned debate and - almost certainly - vehement opposition from within the media market. Nevertheless Li's proposal will not fall on entirely fallow ground, given the increasing globalisation of media channels and concerns about ...

[Estimated timeframe: Q3 2011 onward]

... privacy abuse by the media coupled with governmental manipulation and news management - not least in China itself. This is the full text of Mr Li's article:

The world established a new international order after World War II with the founding of the United Nations. For over six decades, the international community has endeavored to create a more balanced, just and rational political and economic order.

Unfortunately the rules governing the international media order lag behind the times, especially compared to changes in politics and economics. The gap is seen, first and foremost, in the extremely uneven pattern of international communication.

The flow of information is basically one-way: from West to East, North to South, and from developed to developing countries.

In 1980, the 21st General Conference of the United Nations Educational, Scientific and Cultural Organization (Unesco) addressed the imbalance and inequality in international news reporting and called for a new order in international mass communication. Over the years, a growing number of insightful people, including many from the West, have proposed changes with the conviction that the existing order is far from just, rational and balanced.

In our interdependent world, the human community needs a set of more civilized rules to govern international mass communication. This reminds me of bridge, a game I truly enjoy. Modern bridge is known as contract bridge, indicating that players are bound by a contract and the game is a bidding process, in which wise and effective exchanges of information rely on collaboration and communication carried out in a fair and just manner.

Earlier variations of bridge, known as bridge-whist or straight bridge, were different. In bridge-whist, there was no bidding and the game was all about gambling, making communication difficult. The modern game has been shaped by gradual rule changes over the years.

The "bridge" linking modern information flow and the international media is crumbling, in a sense, due to a lack of fair "contracting" and "gaming." This situation is incompatible with the contemporary world. An unjust and irrational order hinders the global media industry's sustainable development and contributes to the problems in today's world. We need to start a constructive reform through rule changes to rebuild the bridge of communication and let the media industry play a more active role in promoting the advancement of human civilization.

Four principles should guide changes in the value system:

  • Fairness: This requires that media organizations from all countries should have the right to participate in international communication on equal terms. Those media organizations in turn should provide comprehensive, objective, fair, balanced and accurate coverage to minimize discrimination and prejudice.
  • All-win: It is advisable to create conditions allowing media organizations from different countries to share the fruits of development in information and communication industries, to play an active role in international mass communication, and to reverse the unbalanced situation where the strong get stronger and the weak get weaker.
  • Inclusion: To maintain the world's diversity, media must respect the unique cultures, customs, beliefs and values of different nations; strive to dispel suspicions and remove barriers between different cultures and civilizations; enhance dialogue and communication; and seek common ground while putting aside differences.
  • Responsibility: Media organizations should not only ensure openness and transparency to promote the building of an open society, but also keep to rational and constructive rules so as to turn mass communication into an active force for promoting social progress.

We must also keep improving rules and explore new mechanisms governing international communication. Unesco should actively negotiate and settle issues within the U.N. framework. However, it is necessary to keep improving rules and, when the conditions are ripe, to explore a long-term, nongovernmental mechanism to coordinate the global media industry, something like a "media U.N."

This can be a mechanism for global media exchanges and consultation, and it may evolve into an organization for coordination and maybe even arbitration.

A sports analogy may help explain what I mean. Ping-pong, or table tennis, played a unique role in restoring China-U.S. relations in the 1970s and is known as China's "national sport." For many years, Chinese ping-pong players have taken the top prize in almost all major international events. This presents a paradox: The stronger a team becomes, the more it desires to maintain its position and keep improving. However, when a team is invincible for too long, few others are inclined to compete.

In the long run, the sport in which China enjoys so much advantage will be less appealing, less viable, and may eventually be excluded from future Olympic Games. In fact, ping-pong has undergone a series of major rule changes over the past two decades. After the 2000 Summer Olympics in Sydney, the older 38mm balls were replaced by 40mm balls and the former 21-point scoring system was changed to an 11-point system. These changes, aimed at limiting the advantage of "super players," have made the sport more enticing to players from different countries.

The theories of "checking superpower" and "maintaining equilibrium" also apply to the media.

It is time to reverse the marginalization of developing nations in the media, change their underdeveloped status, and enhance their rights of expression in the international media market.

To that end, a mechanism for international cooperation, exchange and coordination is needed, as well as an increase in funds and technical support for media from developing countries.
Almost five decades after the discovery of the double helix, James Watson said in his book, "DNA: The Secret of Life," that the Human Genome Project found that human beings are similar in genetic makeup. Our common ground is far wider than any potential gulf that threatens to separate us.

Information flow, like gene transcription and expression, plays a vital role in the evolution of civilization. Resetting rules and order in the international media industry is an adaptation to the trend of democratization of international relations. With diversified expression and information flow, we can mend the broken bridge of cross-cultural communication and build an information link to the future.

[MarketingTomorrow doubts Mr Li's concept will win much favour with the planet's media barons and tantamount to lèse majesté at the Palace of Murdoch!]

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

Source: Xinhua.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5586

US Digital Newspapers and Magazine Will Reap $3bn in Subs by 2014

The prayers of America's print publishers are today beamed at their deity of choice, soliciting the Gods to smile benignly on the first public airing of their so-called 'digital newsstand' - a platform that displays newspapers and magazines on iPads and other tablet computers. Sponsored by US print industry consortium Next Issue Media [NIM], the dry run will be aired to a select band of journalists and industry insiders on Samsung's Galaxy Tab. It features individual apps for seven magazines — TimeThe New Yorker, Esquire, Fitness, Popular Mechanics, Parents and Fortune -- all available in a dedicated magazine section of Verizon Wireless's VCAST app store. NIM predicts that ...


[Estimated timeframe: Q2 2011-2014]

... interactive periodicals will garner $3 billion in subscription revenues come 2014. At full launch, NIM will feature some forty to fifty magazines and newspapers.

Publishers have been clamoring for a unified storefront for news apps since the launch of Apple's iPad last year. Despite the latter's success, publishers claim  the growth of their digital editions has been stifled in part by the absence of a storefront for their online publications.

Other concerns have focused on how much control Apple has over the customer relationship and economics. However, this is a rapidly diminishing worry as other tablet platforms are launching almost daily.

Moreover, NIM's founder-publishers [Time Inc, Condé Nast, Hearst Corporation, Meredith Corporation and NewsCorp] between them command considerable negotiating muscle.

According to former TiVo president Morgan Guenthner, appointed last summer as NIM's chief executive, the product will be available on other Samsung and Android devices later this summer, while discussions about an eventual launch on Apple devices are ongoing.

Other channels that aggregate digital-news content include Zinio and Flipboard, plus bigger players such as Apple's iTunes and Google. are also planning similar newsstand devices.

Guenther, however, shrugs-off this potential competition, seeing NIM as more of a "focused, specialty retailer" to iTunes's department store. "The focus here will be on creating a personalized, social experience around all this content."

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

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5572

Developing Markets to Account for 35% of Global Adspend by 2013

Come 2013, developing markets will account for 35.1% of global advertising expenditure -- compared with the 30.9% share achieved by these markets in 2010. That's the prediction from media agency ZenithOptimedia in its latest forecast. The trend will run in tandem with (or more likely be a key factor in) the continuing ascent of the internet ad medium, now on course to ...

[Estimated timeframe: Q2 2011 - 2013]

... become the world’s second-largest advertising medium in 2013, lagging TV but overtaking newspapers.

Other data suggests that the underlying global recovery remains healthy, prompting the Publicis Groupe media specialist to raise its adspend growth forecast for 2012 from 5.2% to 5.8%.

Meantime the underlying ad recovery continues despite shocks in Japan and the Middle East -- although turmoil in latter region caused the agency to revise-down its 2011 growth forecast, from 4.6% to 4.2%. Zenith's other insights into the future foresee ...

  • 5.8% overall growth in global ad expenditure in 2012, up from our prediction of 5.2% growth last December. This is partly the result of the rebound in Japan and the Middle East, and partly thanks to further strengthening in Western and Central & Eastern Europe, where advertisers are becoming more confident of the long-term economic prospects.
  • The large disparity in growth rates between developed and developing markets continues. We forecast North America to grow by an average of 3.1% a year between 2010 and 2013 and Western Europe to grow by 3.5%.
  • We expect Japan to grow just 0.7% a year, though this obscures the big drop in 2011 followed by the recovery of lost ground over the next two years.
  • We forecast 0.1% annual growth in the Middle East, as advertisers tread carefully amid political instability.
  • Meanwhile we forecast Latin America to grow by 8.2% a year, Central & Eastern Europe by 12.4%, Asia Pacific by 6.6%, and Asia Pacific excluding Japan to grow by 10.2%.
  • Developing markets – which Zenith defines as everywhere outside North America, Western Europe and Japan – will increase their share of the global ad market from 30.9% in 2010 to 35.1% in 2013.


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

Source: ZenithOptimedia news release
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5543

Real-Time Ad Bidding/Buying Set to Grow 233% in 2011

History will record 2010 as the year in which real-time auctions of advertising time and space really took off, notching total revenues of $353 million in the US. Anno domini 2011, however, will be the year in which real-time ad-bidding platforms became mainstream, generating revenues of $823m, according to Forrester Research's crystal ball. The study not only highlights changes in media buying but also reveals that ...

[Estimated timeframe: Q1 2011 onward]

... technological complexity, regulatory ambiguity and fears of poor inventory quality remain unassuaged.

The report also suggests that publishers standing on the sidelines will forfeit an opportunity to participate in the market, as real-time buying [RTB] grows and expands worldwide.

According to the report's commissioner, Admeld ceo Michael Barrett, buyers at larger agencies can create and have access to their own trading desks, but only a few help the smaller companies.

Says Barrett: "The adoption level has been fast-paced, but some of the issues seen last year revolve around the plumping. This year, we're solving the problem of bringing more high-quality inventory, which should accelerate the growth of real-time bidding."

Poor-quality inventory continues to keep some brands from essaying RTB. Financial services and telecom businesses quickly adopted the method, but consumer packaged-goods companies have been slow to jump aboard.

Technologies from demand-side platforms, data management, ad exchanges and servers that make up a complex RTB platform also limit adoption. The study suggests that disparate systems will keep many small companies away.

Nevertheless, although there have been admitted challenges, companies in the UK and Germany have increased spending on Admeld's RTB platform during the past six months by respective factors of four and twelve.

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=5499

US Congress Members Demand Revival of Media 'Fairness Doctrine'

Motivated by the tragic massacre in Tucson Arizona, influential Congressmen are demanding the resuscitation of the so-called 'Fairness Doctrine' - a policy enforced by the Federal Communications Commission that required US broadcasters to allocate equal time to opposing political and ethical views. The doctrine was ruled "unconstitutional" in 1987 by the US Supreme Court but influential Democrats are now demanding its revival. Representative Jim Clyburn (Democrat-South Carolina), the third most senior Democrat in the House, believes that  ...

[Estimated timeframe: Q1 2011 onward]

... standards should be put in place to guarantee balanced media coverage - the lack of which, he argues, has stirred-up hatred, political extremism and violence.

Says Clyburn: "Free speech is as free speech does. You cannot yell 'fire' in a crowded theater and call it free speech; and some of what I hear, and is being called free speech, is worse than that."

Fellow Democrat, Representative Bob Brady (Pennsylvania) is of like mind, appearing on cable news programs to demand legislation that would make it a federal crime to use images or language that threaten public officials - for example Sarah Palin's use of targets on a map.

The legislation would give federal lawmakers and officials the same level of protection as the President.

Meantime, The National Hispanic Media Coalition is urging the Federal Communications Commission to examine and report upon the extent and effects of hate speech in media. The organization has also requested that the National Telecommunications and Information Administration update its 1993 report, The Role of Telecommunications in Hate Crimes.

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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5475

US Newspapers Will be "Extinct by 2017"

According to a controversial 'timeline' published by self-proclaimed Australian 'futurist' Ross Dawson, US newspapers "as we know them" will be taken-off life support come 2017. The key phrase, of course, is "as we know them". Dawson's prognostications are based on country-by-country factors, among them national demographics, consumer behavioral patterns and technological capabilities. The first casualty is forecast to be ...

[Estimated timeframe: Q1 2011 - 2017]

... the US newspaper industry - attributable to the nation's widespread adoption of handheld technology and the general decline overall of America's newspaper business..

The newspaper as a media entity will endure a slow and painful death around the globe, according to Dawson's controversial timeline, spanning from 2017 to 2040 - and even beyond. Australian newspapers, predicts the doomsayer, will meet their demise by 2022.

There are less pessimistic seers - among them Forbes’ media columnist Dirk Smilie.

He (and others) argue that newspapers will stage a comeback after widespread efforts to cut costs and staff. In some cases, he expects new management to re-energize the moribund organizations.

And there'll have to be a radical rethink of marketing methods. If a market for news content still exists, it’s argued that newspaper organizations will have to adapt their delivery methods. Exit newsstands and paperboys; enter websites, blogs and mobile apps.

If (or as Dawson posits, when) The New York Times quits printing newspapers, it will eliminate massive overhead costs: no more newsprint, no more delivery trucks, no more printroom staff.

But, argues the Aussie Cassandra, even a streamlined, paperless NYT will have operating costs that are unsustainable ... for example 1,332 employees in the newsroom alone in 2008.

According to Dawson that  number will have to be slashed to around 200 if the paper is to survive - even in electronic format.



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

Source: AdWeek.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5445

US Adland-Media Mergers & Acquisitions Expected to Rise in 2011

"[America's] ad industry and media companies should brace for a wild ride next year," predicts daily news bulletin MediaPost, citing a study released Wednesday by AdMedia Partners. Between 78% and 86% of respondents to the survey expect M&A for content and services, respectively, to come from strategic buyers and between 63% and 68% from financial buyers such as equity firms and investors. And there are reasonably positive feelings about the overall economy ...

[Estimated timeframe: Q2 2011 onward]

...  with over half (58%) of respondents believing US business will grow stronger in 2011 versus 2010.

Financial buyers, including private equity firms and investors, expressed a strong interest in investing in online companies. Sixty-two percent want to explore information and database publishing and online media, while 54% will look into social marketing and marketing technologies.

While companies believe their own business will grow, they also believe competition will continue to increase.

  • When asked where they were seeing newcomers entering the markets, 68% of service firms predict that new competition will come from marketing technology companies, and 48% expect the threat to come from content companies.
  • Twenty-nine percent of services firms indicated an interest in developing or acquiring content development or ownership in 2011, while 40% of content firms expressed a desire to develop or acquire marketing services capabilities.
  • A majority of respondents in the services sector see new entrants in their market from the marketing technology sector, and almost half from the content and media industry.
  • The rising need for digital media channels and convergence of marketing, media and technology will continue to evolve business models, and only 38% of respondents from the content sector believe online content companies have developed a sustainable business model.

Says Seth Alpert, managing director at AdMedia Partners: "The perception of increased convergence and the lines between marketing, media and technology become more muddled. Nearly half of the marketing services firms think content companies will compete against them, and others think the technology guys are coming after the services guys."

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=5441

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