Media: Double Standards - The advertising messengers for their medium

They haven't got any media heroes but no real villains either. The chief executives of the newspaper and radio marketing bodies give their view of the current media landscape.

MAUREEN DUFFY - chief executive, Newspaper Marketing Agency

- Which medium will experience the most growth over the next three years?

As the PricewaterhouseCoopers report in January states, newspapers will benefit from the audience fragmentation of other media. "Pessimistic views of newspapers are flawed and ignore the growth prospects for newspaper publishers."

- Which media do you consume each day?

Newspapers are a key part of my daily diet, alongside TV programmes on fashion so I can to do armchair shopping!

- Kelvin MacKenzie: hero or villain?

He certainly knows how to make an impact - good or bad. You can't ignore the way he challenges the status quo.

- Who is your media hero?

How can you choose from such an amazing line-up of interesting and colourful characters ... just like being in a sweet shop and trying to decide as a child.

- Which individual has made the most significant contribution to your medium over the past ten years?

It's impossible to select just one. This is why it's such a fascinating medium.

- Do you fear Thinkbox?

No

- Do you think the NMA, RAB, Thinkbox, the Internet Advertising Bureau and the Cinema Advertising Association should get together and try to persuade advertisers to spend more?

If clients are to invest more, then they need to be convinced the additional investment is worthwhile. That's why we're undertaking the work we are in tracking advertising effectiveness and importantly the metrics can be used by other media.

- How important is improved creativity to the growth of your medium?

Hugely important. That's why we introduced the Awards for National Newspaper Advertising - an awards scheme devised by creatives, for creatives and judged by creatives. They reward genuine creativity and are important to increasing the efficacy of the medium for advertisers.

- What poses the single greatest threat to your medium?

Threats and opportunities are the two sides of a single coin. Your attitude and outlook determine how you view them.

- What's the best thing about your medium?

As a reader you're passionate about your paper, you're involved, you're engaged emotionally. This means newspapers deliver advertisers' needs - massive reach, exclusivity and time, literally in the readers' hands, from a tabloid reader in Solihull to a quality reader in Surrey. It's the one thing you miss from home when on holiday.

- What's the most fun you've ever had at work?

Let's just say our board meetings have their moments.

- If you weren't doing this job, what would your ideal job in media be?

If you look at my career history to date, it's fair to say I'd need more than Mystic Meg's ball to dream the next one up.

DOUGLAS MCARTHUR - chief executive, Radio Advertising Bureau

- Which medium will experience the most growth over the next three years?

Media growth is driven by new distribution and the huge growth of broadband will see the internet grow - but they need to be careful about the huge clutter of paid-for search making up the majority of the growth.

- Which media do you consume each day?

Radio every day, press majority of days, TV some days.

- Kelvin MacKenzie: hero or villain?

Neither. Determined self-interest and an unwillingness to support the other 99 per cent of radio has been destructive to his legitimate call for speedier moves to electronic measurement.

- Who is your media hero?

Lots of people impress me, but no hero.

- Which individual has made the most significant contribution to your medium over the past ten years?

Radio's collaboration has been the most important part of the 2 per cent to 7 per cent of display advertising move, so it's tough to nominate an individual. If you force me, I suppose I would go for Ralph Bernard's relentless championing of digital radio.

- Do you fear Thinkbox?

After more than two years of anticipation, it's a bit underwhelming to have no staff and a small budget. I'd be more concerned if it had a strong executive leadership and a team who could stand up to the committee of television sales directors.

- Do you think the NMA, RAB, Thinkbox, the Internet Advertising Bureau and the Cinema Advertising Association should get together and try to persuade advertisers to spend more?

I've argued to the IPA on several occasions that it should lead a campaign towards "marketing communications are valuable profit drivers". I am sure the media would support it.

- How important is improved creativity to the growth of your medium?

Very. The rational case for radio effectiveness has been generally accepted - radio needs the emotional engagement of increasing better creativity.

- What poses the single greatest threat to your medium?

Complacency.

- What's the best thing about your medium?

With busier and busier lifestyles, now and in the future, the parallel nature of radio being used while you are doing something else is a huge positive - explaining why we don't suffer from the advertising avoidance that other media suffer.

- What's the most fun you've ever had at work?

In the days when I ran an agency it was overnight pitch preparation and the decision on the day that you'd won!

- If you weren't doing this job, what would your ideal job in media be?

Probably wouldn't be in media marketing, I'd look for a new challenge.

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