- Can Murdoch Help Bing Challenge Google and Shift the Content Equation?
- Twilight, Inc., A Worldwide Craze
- Oprah to Leave Syndication in 2011
- Sony's E-Reader Shortage and the Digital Book Battle
- Salesforce.com Brings Facebook and Twitter's Social Capabilities to Businesses
- Sumner Redstone's Companies Face Off Yet Again
- Can YouTube Revolutionize Citizen Journalism?
- What MGM's Sale Could Say About Value of Content
- My Exclusive Interview With Bob Iger
- Activision Blizzard's "Modern Warfare 2" Sales Break Records
- Can Murdoch Help Bing Challenge Google and Shift the Content Equation?
- Twilight, Inc., A Worldwide Craze
- Oprah to Leave Syndication in 2011
- Sony's E-Reader Shortage and the Digital Book Battle
- Salesforce.com Brings Facebook and Twitter's Social Capabilities to Businesses
- Sumner Redstone's Companies Face Off Yet Again
- Can YouTube Revolutionize Citizen Journalism?
- What MGM's Sale Could Say About Value of Content
- My Exclusive Interview With Bob Iger
- Activision Blizzard's "Modern Warfare 2" Sales Break Records
RSS FEED
MOST SHARED
- The 'Real' Jobless Rate: 17.5% Of Workers Are Unemployed
- Why Amazon Rules Retail
- Paul: Audit the Fed
- HP Comes in As Expected; Is It Time to Buy?
- JAL Slides to Record Low on Bankruptcy Jitters
- Prepare For Large Decline In Stocks, Next Year?
- The Social Media Gaming Threat
- Wave of Debt Payments Facing US Government
- Holiday Travel Outlook
- Gold Will Collapse Like Oil Did in 2008: Charts
- Can Murdoch Help Bing Challenge Google and Shift the Content Equation?
- HP's Mark Hurd
- HP Comes in As Expected; Is It Time to Buy?
- 9 Stocks That Play Rising Water Costs: Strategists
- Weis' Deal Likely Won't Change Big Money Contracts
- Gold Prices Can Double in 3 Years: Portfolio Manager
- Nov. 23: Unusual Volume Leaders
- Help Wanted—Please Run $4 Billion University
- Apple Comes to AT&T's Rescue
- Obama says Boosting US Jobs is Top Priority
- More Consumers Giving 'Black Friday' the Cold Shoulder
- Prepare For Large Decline In Stocks, Next Year?
- Hewlett-Packard Earnings Rise, Match Guidance
- HP Comes in As Expected; Is It Time to Buy?
- Cramer: What Monday’s Housing Number Really Means
- Why the Dollar Will Likely Stay Weak for Some Time
- Bear, Lehman Execs Weren't Wiped Out by Crisis: Study
- How Real Estate Investors Skew Housing's Reality
Media Money
Earlier this month the Association of National Advertisers held its annual "Masters of Marketing" conference. Its theme was ironically "Growth"—ironic considering that advertising is expected to decline in 2009 pretty much across the board.
The ANA sent out the results of a poll it gave to marketers and media and creative agencies, and the results weren't positive, but they weren't quite as grim as I'd have expected.
A third of those polled say they'll reduce their spending to account for the recent financial downturn, another third say they'll keep their spending constant but will reallocate their mix, and 27 percent replied "Surprisingly, we will spend more."
I wonder if the responses would be different now, as opposed to two weeks ago. When it comes to opportunity for growth, "social media integration" (i.e. ads and a presence on social networks) was by far the leader—28 percent saying social media would provide the best opportunity. "Grassroots, viral public relations" also got a strong showing of support, 19 percent showing that would provide growth opportunity. And I've been reporting that a lot of people will want to retreat to the familiar, which is traditional 30-second TV spots, and 17 percent of those polled will be turning more to those for growth.
Bottom line: brands will continue to spend money on marketing, but they will be watching those ad dollars a lot more carefully, and if strategies don't yield concrete results, I wouldn't be surprised if companies shift gears mid-stream. I'd also guess that the answers to this poll would get increasingly negative, the more time that passes, and the more we get third quarter reports from media companies, even if the market has been moving up.
More from Media Money
Questions? Comments?







