Five prophecies for the future of content
Aaron InglethorpeRiver’s Alex Marks reflects on the growing trend towards paying for access – renting products rather than owning them – and what effect this will have on digital content in the future
Government’s media policies are as jumbled as its coalition ranks
Aaron InglethorpeIt’s not just national media that is having a raw deal from the government, local TV, radio and press are at dire risk from its policies. These are tough times for the coalition government. The eurozone crisis is threatening any faint hope of a financial recovery in 2012, while backbench rebellions over our place in […]
Mobile web turns a crisis into a disaster
Aaron InglethorpeThe worst-case scenario for brands is now total destruction, so integrity in business and advertising is more essential than ever. What’s the worst thing that can happen? So goes the line to entice awkward teenagers to try the unknown taste of soft drink Dr Pepper. But perhaps this slogan should be applied more widely by […]
Regulators must reach for the sky…not tinker
Aaron InglethorpeThe Communications Act of 2015 is a chance for the UK to create a deregulatory ’big bang’ that will see its digital revolution flourish. Last week, as one chapter closed in newspapers and TV, a new chapter opened on a new Communications Act for the digital age. First, culture minister Jeremy Hunt ruled on News […]
As one door closes, another opens window of real-time opportunity
Aaron InglethorpeAs the opportunities for marketers to exploit Skype’s potential grow, social media has suffered a very serious setback. Two stories hit the headlines last week that are likely to change marketing communications for the next few years. First, Microsoft bought internet phone service Skype for $8.5bn (£5.2bn). With some financial analysts questioning whether Microsoft has […]
Proceed with caution along the social media highway
Aaron InglethorpeDebate about the merits of social media is never far from the top of a marketer’s agenda. Sceptics doubt the benefits for brands of the new social platforms, while new media evangelists are quick to champion the groundbreaking changes it might offer to brand management.
Think plurality and competition law will stop news corp in its tracks?
Aaron InglethorpeLook closely at the deal and the handwringers will see there are no good reasons to turn down News Corp’s bid for Sky SkyB’s recent astonishing results – 10 million subscribers, 26% profit growth – is a timely reminder that the media industry is waiting on the biggest decision to affect it in recent times. […]
Making a contribution in the age of cuts and compromise
Aaron InglethorpeAfter drastic cuts in ad spend, the government is again targeting our sector. But it’s up to us to turn adversity into opportunity. The short-term consumer outlook for 2011 looks pretty scary: the VAT increase this month, tax rises in April and public spending cuts thereafter. After a 2010 that was better than we all […]
Fault lines in coalition’s policy puts media on shaky ground
Aaron InglethorpeThe coalition government must be doing something right. After all, if every corner of the media industry is railing against some aspect of government policy, then it is probably treading the fine line between various vested interests rather well. But there’s no doubt this government is unsettling the media sector – and while some of […]
Watch and learn as the COI goes advertising cold turkey
Aaron InglethorpeWhat happens to a campaign when funding is permanently cut? The Government’s COI ad freeze will reveal all. About the same time as this edition of Marketing Week lands on your desk, the Chancellor will set out the Government’s four-year public spending plans in the comprehensive spending review (CSR). The CSR’s usual Treasury-led process to […]
Why the pen should still be mightier than the edit suite
Aaron InglethorpeAs the consumer is fed more and more visual trickery, we must not forget the selling power of the written word
ITV chiefs’ vision for the future is out of focus
Aaron InglethorpeITV’s new five-year plan places too much emphasis on digital and online, and risks underselling the potential of core product. Adam Crozier, ITV’s new chief executive, unveiled the broadcaster’s latest five-year plan at its strategy review with the City last week. Much of the plan sounds sensible – including the launch of new digital channels, […]
Why iPad apps will be used to report the collapse of paywalls
Aaron InglethorpeNews International and Apple both have hopes of changing the delivery of digital media for ever – but only one will succeed
Advertising isn’t working for main political brands
Aaron InglethorpeThe next time your agency presents a media plan, point out how TV and radio’s mass appeal shaped the election outcome