• Media Circus: Softening The Target
    Standing in line at a Ralph’s grocery store here in So-Cal not too long ago, I refused to absorb ad impressions and other information from a small TV set babbling at me from in front of the register. Well, I tried, anyway. These unwelcome broadcasts cut into the important business of surreptitiously perusing the prurient rants of the scandal sheets and the near-bare bosoms exploding off the covers of the women’s and fitness mags, and resisting the overwhelming desire to rip through Cosmopolitan to find out what "secret spot" will "drive him wild," for surely I’m missing something here ...
  • FutureTool: Not on a Tear: Electronic Tear Sheets
    For as long as there have been newspapers, tear sheets have been used to confirm to advertisers that their ads have run. It’s a laborious and costly process that involves everything from the manpower needed to physically send the tear sheets to increasing the press run just to supply them. But now there are electronic tear sheets, which send the sheets online electronically so they can be verified digitally. Based on the market penetration of electronic tear sheets, you’d think they were brand-new, but in fact the concept is a few years old. John Kimball, a senior vice president ...
  • PIBFocus: Winners, Sinners in the Magazine Game
    This month at MEDIA, we chose to take a panoramic view of the winners and losers in the magazine industry, according to 2001 figures from the Publishers Information Bureau. The data below ranks the best and worst by the percentage of revenue and pages either gained or lost. Yes, there have been winners lately, demonstrating that good media ideas can still find an audience under any circumstance. While there have been successful launches in the past two years — Condé Nast’s Lucky and Hearst’s O — The Oprah Magazine among them — it’s almost as impressive when older books ...
  • HowTo . . . Mall Tours
    They aren’t just for boy bands anymore.
  • StartupCloseup: Tennis Channel, Anyone?
    New channel looks for love in the cable universe.
  • Magazines Deal With the Big Squeeze
    Times Get Even Tougher
  • What Media Planners Really Think About Magazines: The Media Debate
    We’ve all read the headlines about the sorry state of the magazine industry, but what do people who evaluate magazines for their clients really think of the category as an ad medium? We at MEDIA thought we’d ask. Thus, for the June MEDIA Debate we gathered three media executives to tell us what they’ve seen, and most importantly, what they predict for the future of the magazine industry. The panelists are: Serge DelGrosso, senior vice president, media director, Procter & Gamble, Bcom3 Group’s Mediavest Worldwide; Gary Capreol, vice president, associate media director, Cordiant Communications Group’s Bates Worldwide; and Neil Ascher, ...
  • Agency Profile: Tapestry
    Starcom’s multicultural division stirs the melting pot.
  • Research Behind the Numbers: Media Consumption
    Magazine Readers Don’t Pine for Online.
  • Media for a New World: Extreme Sport, Mainstream Marketing
    So this is what it has come to: The networks, broadcast and cable, are green with envy over MTV’s The Osbournes, which by drawing in the neighborhood of 5 million viewers is a breakout success in the new "not-as-mass-as-it-used-to-be media" reality. While programming executives struggle with stars and scheduling in an effort to draw the largest possible audience, they particularly struggle to draw the coveted high school (and junior high school and college) hipsters who are the most immune to traditional marketing messages. But there’s a larger issue looming. It’s not just the TV audience that’s fragmented in recent ...
« Previous Entries