How to secure the future

Mike Jarvis, member of the board of Advance, London, UK gave his thoughts on what publishers need to know about what the advertisers and agencies expect with regards to digital advertising during the INMA 2012 European Conference in Hague.

Mike began by saying that the times are definitely changing:

• continued fragmentation of media
• demise of traditional media
• digital rules
• death of the traditional media buyer / media owner relationship (in particular this can be seen in traditional sales team, growing ad networks, Google AdWords, and trading platforms – both print and online. The patterns of ad spend are changing.

Today’s real problem is the fact that the business model (understood as the relationship client – media agency – media owner) is broken. Business is becoming more complex market with decreasing incomes.

The problems publishing face nowadays are:

• lack of transparency
• breakdown in trust
• reliance on unofficial income

Mike Jarvis’ suggestions on how to secure the future:

• be positive – readers are still in love with paper
• be digital – keep on growing communities
• be more clever – intelligent use of research helps increase market share and grow business from existing advertisers
• be alert – stay ahead of the competition, be alert to new technology

Also seeking new partnership may be essential, as publishers may own the communities, but not always are they specialists in these areas. Many specialist areas are now mass consumer i.e. technology.

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