Media Share Shifts Continue

In the New York Times today, an article titled No More Same-Old lays out the challenges facing advertisers and advertising agencies in today€™s €œconnected€ and ever changing world.

According to Universal-McCann during the last 5 years, only three media categories have increased their overall ad budget share €" direct mail, cable TV and the Internet. Share losses were felt by the €œbig-four€ traditional categories €" newspapers, broadcast TV, radio and magazines. And though left out of the analysis, Yellow Pages too lost share during the last 5 years. More evidence that media that can target audiences more precisely €" closer to where those audiences make buying decisions €" is on the rise. Yellow Pages can make this claim too €" so why hasn€™t it gained share in the last 5 years? It maybe that Yellow Pages lost its way when instead of focusing on the value proposition €" Yellow Pages usually offers a great ROI – publishers and their legions of sales people began pushing color, double trucks, cover, spine, tip-on and other high-revenue items.

This Post Has 6 Comments

  1. D

    Certain Internet advertising formulas may also risk long-term value proposition erosion in favor of short term revenue maximization. Auction models and pay for placement models, while positioned as “democratic” and the “voice of the market”, provide maximum performance, by definition, to only a finite number of advertisers. While inventory constraints help bid ad prices up, the percentage of advertisers willing to name their own price increases, however, is undoubtedly limited; historically, SMEs have been trained to negotiate rate cards down.

  2. Neal

    They are being trained everyday to negotiate rates cards lower and lower . . . if they wait long enough they'll get a really good deal since the demand for their ad budgets increases everyday.


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