Author Archives: admin

Economic Outlook: First Quarter Update for 2011

Posted on March 9, 2011 by admin

Last December in this column, we reflected on economic trends and their effects on the U.S. ad economy over the prior 12-month period. We also provided some perspective on what was in store for the current fiscal year. In late … Continue reading →

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Revolution or Evolution: Chaos in the Media Ecosystem

Posted on February 28, 2011 by admin

Did you ever feel that you were having a series of déjà vu moments? More recently, I have what with the flurry of press releases over the past several days discussing the demise of large agencies, the rapid deployment of … Continue reading →

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Over the Top, Not Over the Hill

Posted on February 24, 2011 by admin

In mid-2010, the Advertising Research Foundation held its annual Audience Measurement Symposium here in New York. The theme of last year’s conference was “Cross-Media ROI: Crossing All Avenues.” Several of the sessions on day one of the conference dealt with … Continue reading →

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Education and the Path-to-Purchase

Posted on February 14, 2011 by admin

Psychographically-speaking, people who shop, which includes most of the U.S. population, can probably be classified on a continuum from purchase planners to impulse purchasers. A factor that helps define purchase planners is their inclination to search for and study information … Continue reading →

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The Global Video Connection

Posted on February 3, 2011 by admin

Over the past several weeks, our column has focused more attention on media markets closer to home. We have examined market selectivity versus buying efficiency, the state of the American video universe and we have reviewed local rather than global … Continue reading →

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The American Video Universe

Posted on January 25, 2011 by admin

Complexity! This is the overarching term that describes the current state of the American video universe. Those of us who have been in the advertising media business for awhile will remember simpler days before cable and the Internet when television … Continue reading →

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Think Global, Act Local

Posted on January 19, 2011 by admin

Many readers have probably encountered the phrase “Think Globally, Act Locally” at least once in their careers. This term has been attributed to Patrick Geddes based on his 1915 book “Cities in Evolution,” and later to a host of others … Continue reading →

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Market Selectivity vs. Buying Efficiency

Posted on January 12, 2011 by admin

Last week in this column we discussed the changing media environment and how the communications planning process has become ever more complex over the past decade and a half. While rules of thumb can and often should be modified to … Continue reading →

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The Easier Road to Effective Media Planning

Posted on January 7, 2011 by admin

Many readers will probably agree that the advertising media planning process has become ever more complex over the past 15 years. For starters, we no longer live in a simple media environment. There are literally thousands of commercial media outlets … Continue reading →

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Outlook 2011: The Ad Economy in the New Year

Posted on December 14, 2010 by admin

As 2010 rapidly comes to a close, it’s time for us reflect on the past 12 months and to take a look at what the upcoming year has in store both on an economic front and with respect to  media … Continue reading →

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