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Media Audience wear out
May 18, 2012

Over time media audiences wear out.
There is a peak which occurs over time and that is known as reaching the maximum potential audience.
After that point if you keep advertising all you add is frequency.More frequency does not necessarily drive more results.
This applies specifically to Mainstream and Online media where there is constant repetition of programming and the same audience is impacted multiple times.
It does not apply to search,directory or classified media as these mediums change the content regularly and attract diverse audiences.

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Digital media....is it simply another media competing against mainstream?
May 9, 2012

Yes..... digital is just another set of media. It is part of media fragmentation and there will be more to come . Media is an infinite business and there will always be new entrants and new categories being devised. So don't fret about it. Simply go back to basics check the audience delivered versus the cost of being involved in it with content or advertising within it. Therein lies the answer to whether you use digital or not.

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Defining media target markets
May 3, 2012

Media target markets can be vague, particularly if the definition of the target audience is restricted.
Most marketers define a target audience by age and or sex. Example Males 18-24 years.
But these definitions are only the start of defining a target audience. To really get your media right and zero in on the best mediums to reach them, the target audience needs a much deeper analysis.

For instance, who is the target audience ? describe them in detail ? what are their buying habits? where do they live? what is their psychology ?

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Media Measurement
April 26, 2012

Media measurement is a topic that really has no end. How much do you slice and dice the figures to arrive at a balanced result? Analytics is the current day term for what really is media justification. So put aside the word analytics and concentrate on the basics......target audience, audience potential of a medium, rates, placement and value add. These 5 points cover the media spectrum and will always give a fair understanding of what is being planned or bought.

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Foxtel Austar confirmed as one company
April 10, 2012

The Foxtel buy out of Austar takes Pay TV in Australia to a new level of media usage.

Foxtel which essentially covered 5 capital cities has now combined with Austar in regional markets to deliver a truly national Pay TV service.
Many readers may not be aware that Austar was the first interactive TV Network in Australia with EPG's and interactive viewer services via The Weather Channel in year 2000. Pay TV has always an innovative medium with technology firsts that gave more viewer choice.

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Main Media and the web
April 8, 2012

Main Media and the web go hand in hand. The issue facing advertisers is how much do I allocate between main media and the web.

The reason for this lies in the belief that a company can market effectively via the web only and that the web is a low cost medium.
Sounds reasonable if you like to be a niche marketer at the expense of mass market exposure.

Oh, but I hear many say that the web is so good and I can see it 24 hours a day and it costs a fraction of main media.

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Media Social Apps
April 3, 2012

As technology allows consumers to interact more, the the place for media social apps has increased.
Media Social Apps fit naturally when the the main media has the opportunity for its' users to be a part of the medium.

What is an example? .....Voting on a TV talent show where TV viewers can rate the performers and give their scores on a song or dance routine.
The app provides the electronic format whereby a viewer of the talent show is at home on the lounge and votes via the app on their mobile phone or tablet.

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Media Buzzwords - Get back to reality
March 29, 2012

Media Buzzwords are an excuse for poor media strategy, sloppy media planning and lazy media buying. If you feel uneasy about investing one dollar into the media it's normally because you are not committed and the latest buzzwords don't make any difference. And guess what.....the buzzwords are replaced with new ones next month. Here some current buzzwords in circulation.....Engagement, Social media connections, Longtail, Coolhunting, Brand extension, Attribution,Viral Marketing, SoLomo, Crowd Sourcing, Behavioural Targetting,......the list goes on.......had enough?

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Online Media Strategy
March 23, 2012

Online Media Strategy is one of those endless sub topics within the media space. Everyone wants or needs an online media strategy as the shift to online increases. However this must be balanced against those who are also mainstream media users. This media balance is critical. Why is that so? The answer lies in diversity of choice with customers now being multiple media users. There is no longer a dominant medium to reach customers, you really do require a balanced portfolio.

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When not to use media
March 14, 2012

When not to use media may seem a strange headline. But consider the practicalities of the statement.

Media is a frenzied environment either with content, programming and advertising. Media is relentless, runs 24/7 and through the web is instantly global. It stands to reason that there are times when you simply should not be in the media as burn out or too much frequency has a reverse effect on audiences.

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