Brisbane: Advertising After Armageddon
The past year’s most over-reported news story, aside that is, from The Star’s relentless drubbing of Kansas City First Lady Gloria Squitiro?
That newspapers, TV and radio – aka old media – are taking it up the you-know-what from the Internet.
One story making the rounds is The Star’s ad revenues for January 2009 may have been down as much as 40 percent – 40 percent! – from a year ago.
So where exactly is an advertiser with a penchant for working the Web to head? It’s hardly an easy proposition with the end game being to connect with local eyeballs.
“Advertisers that are starting to use the Internet are struggling with how to use it,” says former Star publisher Art Brisbane. “They now have a much more complex, puzzling problem.”
The difficulties are well-documented: declining newspaper circulation and a cheaper yet “baffling Internet, Brisbane notes.
“What the advertiser wants is to reach his or her audience,” he says. “But now that’s very hard.”
Bad as the biz is, advertising agencies may actually be the primary beneficiaries of these difficult, transitory times, Brisbane says.
“The media landscape is so complex and fragmented that advertisers need a sophisticated agency to help them plan their media.”



























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