Media owners ‘blinkered’ in search for information

Media owners overlook the need for detailed supplementary information and rely too heavily on industry data when dealing with advertisers and agencies, claims a new company targeting media owners and their brands.

WishBone Creative Solutions is launched this month by the Mediaserve Group to meet the need for better communication between publishers and broadcasters and agency media planners and buyers.

“Media owners often have a chaotic focus,” says WishBone chairman and joint managing director Malachi Doyle, a former group marketing director of the Kent Messenger Group and co-founder of regional media sales company AMRA.

The explosion in new media opportunities has coincided with agencies coming under increased pressure from clients to keep them better informed, Doyle adds. With budgets growing at a far slower rate, choosing the right medium has become critical.

Yet many media owners seem unaware of the pressures facing media departments, he says. They underestimate the importance of marketing strategy in keeping planners and buyers informed.

According to recent research commissioned by WishBone, media planners rate details of market share and ranking as most important, followed by editorial content. Less important is the history of the title and technical details.

WishBone is already working with Guardian Media Group, Trinity International Holdings and Westminster Press.