The News Review:
- Media Cache Internet Ads Say Goodbye to Glory Days
- Accounts People & Miscellany
- ‘This is best time for advertising industry’
- Google and Music Labels Bet on Free Downloads in China
Media Cache Internet Ads Say Goodbye to Glory Days
New York Times
Growth in online advertising largely ground to a halt in the final months of last year in major markets like the United States and Britain according to several reports published last week. And forecasters say it may have gone into reverse since then as the economic downturn has deepened and marketers have continued to pare their budgets. In the United States online ad spending eked out only a tiny gain in the fourth quarter rising to $6. 1 billion from $6 billion a year earlier according to the Interactive Advertising Bureau. In Britain which is seen as a bellwether because nearly a fifth of ad spending there occurs online Internet advertising actually fell slightly in the second half of the year according to the British Internet Advertising Bureau.
Accounts People & Miscellany
New York Times
¶Mutt Portland re. was opened by three partners who formerly worked together at the Wieden & Kennedy office there: Scott Cromer Steve Luker and Mike McCommon. ¶GroupM part of WPP revised downward its forecasts for advertising spending this year. A forecast for a 3 percent decrease in the United States compared with 2008 was revised to a decrease of 4. A forecast for a 0. 2 percent decrease globally compared with 2008 was revised to a decrease of 4.
‘This is best time for advertising industry’
Economic Times
Don?t worry? Sir John Hegarty co-founderand worldwide creative director of creative hotshop Bartle Bogle Hegarty (BBH)told the full house at Goafest 2009. Use the downturn to be more creativerather than looking at it as a business problem he told a gathering that hadturned up on time to hear the legend who entered advertising ?when waterwas still free and you paid for music?. In his address thatlasted beyond an hour Sir Hegarty covered a wide canvas of issues from giving reasons for this being the best time in advertising to showcasing a diverserange of advertising work around the world. Sir Hegarty who was introduced assomeone who ?failed early in life to succeed later? saidadvertising succeeds not because consumers understand its importance in theeconomy. They applaud advertising because they enjoy it. Speaking onthe increasing trend towards agencies moving towards sharply targettingconsumers using niche media options he said ?If you give up on engagingthe masses and popular culture you will not succeed. ? Withclients increasingly trying to cut costs agencies must constantly try to findnew revenue streams to augment revenues he said adding that agencies shouldnot expect the same revenue models to deliver forever.
Google and Music Labels Bet on Free Downloads in China
New York Times
Google which has no plans to offer the service elsewhere hopes to build traffic and win new advertisers by allowing the Chinese to search for free music on its site. Record labels say that instead of earning money from each download they will share advertising revenue with Google’s partner in the deal a Chinese company called Top100. The partnership analysts say could help determine the future of how valuable content is distributed in China which has already overtaken the United States as the world’s biggest Internet market. Until now China has been a hotbed of online piracy and free downloads of music film and even television shows. According to the International Federation of Phonographic Industries which represents the global record makers 99 percent of the music downloaded in China violates copyrights.
Related from Zjkjw: Google and Music Labels Bet on Free Downloads in China