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Back to the New Media Future

1 Oct, 2008 By: Response Contributor Response

From branders' discovery of DRTV to digital domination, taking a glance back at the media landscape will help those gearing up for 2009.

With the acquisition in 2007 of, the No. 1 how-to video site, Demand has also become a major player in the video space.

"Demand's strengths are social media, content and targeted audiences — and allowing for consumers to get involved in the online dialogue around specific niche topics that matter most to them," says Prince.

Today, there are, in fact, so many opportunities to advertise in the online space that the Interactive Advertising Bureau (IAB) and Bain & Co. announced in an August study that online publishers often turn to sales intermediaries known as "ad networks" to help them sell excess inventory. According to the report, the use of ad networks went up from 5 percent of total ad impressions sold in 2006 to 30 percent in 2007. Excess inventory can be discounted as much as 90 percent.


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"You'll note that I'm a bit of a new media curmudgeon," says Garnett. "I think it has tremendous potential. But, I also find it's generally oversold with studies financed by the people who will be selling that media. So, advertisers should approach all new media, even the Internet, with skepticism and caution."

Garnett is not alone in his skepticism about those who promote new media at the expense of more traditional DR media, including print. Marianna Morello, president and CEO of Manhattan Media Service, is one of the most notable direct response media buyers dedicated to print media.

"Print is an integral part of the media mix, especially when it comes to branding," says Morello. "The print message lasts longer, and the brand awareness is reinforced by a campaign, which targets your particular demographic and psychographic audience."

Morello's clients run print campaigns in some of the most popular magazines and newspapers including W, InStyle and Sports Illustrated. She contends that print is affordable and oftentimes, print publications will throw in added value with placement on their Web site. One of Manhattan Media's current clients, Jamster, a mobile phone software provider for ringtones, logos, wallpaper and games, uses a mix of DRTV on MTV, online advertising and print ads in music magazines.

"If you're going to brand, you're going to be in print. It doesn't matter if you're DR or a general advertiser," she says. "The ads become believable. People believe in the brand, and your brand becomes associated with the brand of the magazine."

Hawthorne advises using a mix of several media that deliver a cohesive message and direct call to action.

"Increased ordering from the Web requires us to develop offers that incorporate both Web and phone strategies," says Hawthorne. "We have expanded to accommodate more options in the response analysis area. Also, we are able to advertise on a wider variety of stations and see results. Less advertising is done on traditional networks; our consumers are watching a wider variety. Also, we've taken our clients into print DR and direct mail and will soon be implementing mobile advertising solutions. Fragmentation requires advertisers to seek touch points with the prospect in all media."

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