Digital opens new doors of opportunity


Spring has brought plenty of innovative thinking into the world of media. There are two examples this week where it appears that traditional media owners are ready to collaborate with their direct competitors in order to raise interest in their offering to advertisers.

We report in this week’s magazine that newspapers are looking to provide a collective advertising package to media planning teams. The packages will be tested around the Wimbledon tennis tournament, and if successful could be rolled out across seasonal events such as Christmas and one-offs like the London Olympics.

Discounts may be the first thing on many media buyers’ minds when they read this, but it may be more prudent to look at the opportunity for a whole new type of press campaign. Genuine willingness to collaborate could add value to the newspaper sector, bringing new customers to both the print and online products.

Digital was supposed to kill every other form of advertising and communications, but what it has actually done is bring the excitement back to everything

I think the idea, conceived by the Newspaper Marketing Agency (NMA), will breathe life into newspapers in a world where there are ever more sources of news, opinion and entertainment. And something similar is happening in radio.

The launch of the first digital product developed by The Radio Council, the joint venture between the BBC and commercial radio set up two years ago, could see partners Global Radio, Absolute Radio and Smooth Radio giving advertisers the chance to buy ad space across all three stations.

If innovations such as Radioplayer and the NMA initiative can work, they will get media owners working harder to provide value and help brands exploit the opportunities available to them.

Some thought digital was supposed to kill every other form of advertising and communications, but what it has actually done is bring the excitement back to everything. The core benefits of direct marketing are now seen across a host of different platforms including mobile and email marketing, but digital has also had a positive effect on the printing industry. Out-of-home marketing is a different beast and will continue to evolve as the digital inventory rolls out and marketers persuade media owners to become more flexible.

The opportunities that digital technology gives us should end the talk of the ’death’ of this and that and start refocusing us again on fully integrated and multichannel marketing.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here