A COMMENT IN SLEDGEHAMMER'S BLOG;From "Beneath the Red Hood" Blog:
By Warren Tan | March 18, 2008
Found this really great article on ADOI’s blog. A must-read for those who spend thousands and millions on ads: You’re wasting your money on media that is becoming more and more irrelevant day by day.
I’ve been saying this to our clients for the longest time: Spend your money where your audience is. And if the recent elections are anything to go by, hardly anybody believes what they see or hear in our traditional media anymore.
Spending 95% of your budget on TV and newspaper ads that give you no measurable results?
Saturday 22 March: Series 3 (Peter Teo says:)
Sunday 23 March: Series 4
Monday 24 March: Star Forum.
March 17th, 2008 at 9:23 am
From a pure consumers point of view, its simple really. Stay relevant or die.
Poor, biased and inaccurate content make most of our local dailies irrelevant. We need the news to make important life and business decisions. We need it to keep us up-to-date with local and world affairs so that we can remain an informed and well educated society.
If the dailies can not provide us with this then we should find alternatives.
Being exposed to advertising has always been seen as a the price we pay for the news or entertainment. Advertising also serves to keep consumers informed about goods and services available to them. In many ways, the advertisement itself is content for dailies. We may see ourselves picking up the papers to check out the banking ads as we are making a decision to take-on a home loan. However, there are many ways that advertisers can communicate with its consumers.
As readership for the dailies fall, surely the use of other mediums of communication will rise. Mediums such as Direct Mailers, various online mediums and sms alerts will fill in the gap.
Ad agencies won’t loose out. We just have to look for more effective and efficient media vehicles. Even agencies that generate its main income from media commissionables may soon find new models for profits.