You media guys need a shakeup, say U.S. advertising buyers
A survey about investment expectations in the U.S., carred out by the American Advertising Federation (AAF) says that executives think traditional media categories like magazines are in need of a shakeup; 46 per cent of those surveyed say that business magazines need to innovate if they are to remain competitive, followed (in descending order) by:
An overwhelming majority of respondents (87%) said that they felt the pace and scope of innovation in the marketplace encouraged creativity.
If you want to see the whole PowerPoint presentation of the survey results (only part of which relates to magazines) you can dowload it here.
- Women's Service (25 percent)
- Fashion and Beauty (18.8 percent)
- Men's (17 percent)
- Shelter (12.5 percent)
An overwhelming majority of respondents (87%) said that they felt the pace and scope of innovation in the marketplace encouraged creativity.
- 78% said "I am always open to new ways to use traditional media"
- 75% said "the right media mix almost always includes a balance of traditional and nontraditional media" and
- 58% said "the search for new media properties to grow my brand never stops"
If you want to see the whole PowerPoint presentation of the survey results (only part of which relates to magazines) you can dowload it here.
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