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Direct Response Marketing

Field Reports

1 Feb, 2010 By: Jacqueline Renfrow Response


Revenue Declines in 2009 for Top 100 Media CompaniesRevenue Declines in 2009 for Top 100 Media Companies
By Jacqueline Renfrow ( jrenfrow@questex.com )

CHICAGO — Revenue for the top 100 media companies in the United States fell 4.3 percent in the first half of 2009 from the previous year, reports AdAge.com. The companies had grown 0.8 percent collectively in 2008.

The revenue drop in 2009 is the first decline since Ad Age began ranking media firms in 1981. Out of those in the top 100 firms of 2008, 11 filed for bankruptcy in 2009, mostly because of shrinking revenue and debt loads. Six of those that filed, however, have already emerged from bankruptcy including Charter; Journal Register; Star Tribune; Sun Times; Source Interlink; and Idearc.

Although overall media has struggled in the past year, cable networks, cable systems, satellite TV and digital have been growing. Five of the 10 largest national media firms are cable/satellite businesses, including Comcast, DirecTV, Time Warner Cable, Cox Enterprises and Dish Network. And of these companies, most were involved in some major media deals in 2009.

For example, Comcast Corp. just last month made a deal with General Electric Co. to buy 51 percent of NBC Universal. Also, DirecTV Group merged with Liberty Entertainment in November. In addition, Time Warner spun off Time Warner Cable last spring and AOL last month, each becoming a standalone business. Finally, Cox this fall agreed to sell a 65-percent stake in the Travel Channel to Scripps Networks Interactive.

Comcast is now the nation’s largest media company. Based on 2009 U.S. media revenue, Time Warner, since its spin-offs, could fall to No. 4 by the next Media 100, behind Comcast, Walt Disney Co. and DirecTV.

 

FedEx Launches Integrated Campaign Using DRFedEx Launches Integrated Campaign Using DR
By Jacqueline Renfrow ( jrenfrow@questex.com )

NEW YORK — FedEx launched a multi-channel campaign in January as part of its strategy to integrate its brand messaging and creative across channels, including online and offline platforms, reports DMNews.com.

The marketing is meant to drive consumers to a microsite. The TV ads and the site launched on Jan. 1, and the search and display ads, social media, online video, direct mail and E-mail launched Jan. 11.

“It is our first truly integrated campaign,” says Steve Pacheco, director of advertising at FedEx. “We are making a conscious strategic shift lately to integrate as many components of the elements as we can, be it television or online. We are trying to take those sometimes disparate channels and mix them together, since consumers are in all of these places.”

The new campaign targets both existing and potentially new customers. FedEx’s agency of record, BBDO, produced the yearlong campaign creative. The Omnicom agency is responsible for both the online and offline elements. The tag line is “We understand,” which addresses the recession and positions the brand as reliable in a difficult time.

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