For
many advertisers and advertising agencies, media, especially
in a majority of consumer issues, has always remained
a backroom activity. The absolute blitzkrieg in technology
development and globalisation during the last four years
has seen tectonic changes taking place in both the software
and hardware side of media. While technology has created
multiple options and new types of competition, globalisation
has ushered in a new consumer culture - one that edits
what it receives. This in its trail has fragmented the
attention span of users and has also impacted the process
of cumulative reach buildup, message registration and
retention of audience. Further, media inflation occurs
in geometric progression and has compounded the complexity
of the media evaluation, planning and buying process.subjects
of media. In the past too, SM has in part covered media-related
concerns, but this time the coverage is wider. Agreed,
it is not an exhaustive compendium on all media subjects,
but this issue of SM has selected and presented the viewpoints
of key industry players as well as research from our own
team.
For instance,
Mr Kiran Karnik, MD, Discovery Communications India, talks
about the future of conventional television in the days
of new interactive media. Mr Tapan Pal, President, Zenith
Communications, elucidates on the need to have a one-stop
shop for meeting clients’ varied communication needs.
While Mr Biju Joseph provides clues on attracting the
best talents to the advertising industry, Mr Santosh Desai
speaks of the importance of Communication Planning. I
hope you enjoy this issue and find important nuggets of
information for your reference. Needless to say, we welcome
feedback; do suggest other areas you would like us to
focus on in our future editions. And we, in our own way,
will continue to bring you the most relevant issues faced
today by the marketing fraternity at large. Happy reading,
then! |
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