Traditional Media - November 2010

The “traditional” media face the conundrum of a solid cyclical environment, but a number of structural headwinds. Having explored the move from print display to online in our last media piece, it was interesting to find that, if anything, the trend had accelerated. Fairfax faces pressure on virtually all fronts and was a hot topic of conversation with contacts across a number of sectors. The views on television were more mixed – as a media, certainly “making hay while the sun shines”. There is, however, frustration that the FTA networks haven’t shifted their mindset to that of a new world order – where they must now be part of a broader strategy and offer options to advertisers to let them buy a more targeted and granular audience. Yes they are still very relevant but what they offer is changing and the networks must move soon to appease their advertisers and help to optimise their television advertising.

For further information please contact Jodie Baker & Lorraine Robinson