Alternative Media In High Gear
There's been a lot of talk lately about the growing world of Podcasts, Blogs, & RSS Feeds. Now, PQ Media track's the growth of these market segments and their growing importance as a part of the modern advertising matrix.
From PQ Media:
The culmination of six months of primary research, this report found that blog, podcast and RSS advertising are the fastest growing segments of the alternative media industry. These segments, known as user-generated online media, expanded at an aggregate 198.4% to $20.4 million in 2005, and are expected to grow another 144.9% to $49.8 million in 2006.
- Blog advertising accounted for 81.4%, or $16.6 million, of total spending on blog, podcast and RSS advertising in 2005, but will comprise only 39.7% of the total in 2010
- Podcast advertising, meanwhile, reached $3.1 million in 2005, and is projected to grow at a compound annual rate of 154.4% from 2006 to 2010, when it will be larger than blog advertising
- RSS advertising, non-existent until mid-2005, generated spending of $650,000 in 2005, but will be the fastest growing segment over the next five years
A free download is available from PQ's site that includes the executive summary and index of the report, which is also available for purchase.
The web has changed the dynamics of information. The latest example is Paul Allen's Sporting News, which is now in the market for new ownership. What is particularly interesting is the direct impact that the internet has had on the Sporting News' identity. The magazine which, historically has had a reputation for providing intricate statistical information now faces a challenge in an age where statistics and sports analysis tools are readily available online. The big question is will the magazine's identity crisis have an impact on its sale price? We'll continue to monitor the situation here at The Media Backpage..jpg)
Sports Illustrated's Swimsuit issue is always an 'event' but this year the magazine makes a big splash with a dedicated 
IN THE WORLD of marketing and advertising a key target group is that of college students 18-24. Despite the segments importance for advertisers and networks, it has been historically difficult to measure what college students view, since they live in temporary dwellings that are not traditionally included in the ratings mix. As the media landscape continues to be redefined, both content companies and their advertisers are seeking better metrics to track their efforts. With that in mind, Nielsen Media Research, the company that measures television audiences, has announced that they will include college students beginning in early 2007. In doing so the company will be able to better determine what they are watching (my bets are MTV, Fox, ESPN, and Comedy Central) and empower broadcasters and advertisers to better understand the demo. As part of the unprecedented move, Nielsen will survey college students who live both on and off campus from dorm rooms to frat houses.
extravagent fanfare, celebrity parties, and 30-second commercials that dominate the water cooler on Monday. However, with the addition of 
Print, TV and Radio have been a goldmine for advertising. With the internet as a major player now, newspaper readership is continuing a downward spiral and finally the advertisers are following suit. Most major newspapers have poured cash into their online services as a way to keep pace with the developing trend. However reading content from these papers online is still free and will stay that way. Newspapers make their money in circulation and in advertisements. With the automobile industry footing the bill.
pportunities. If they continue to pull money from newspapers, we might see the end of the print version of an American staple. 
tisers are still navigating these unfamiliar waters with the further development of the video iPod and recently companies are trying to take their traditional 30-second spots for television and reformat them for your iPod. This is the wrong approach. 
Beginning today, Absolut will begin a new series of advertisements that will unlike their predecessors appear on television and feature a variety of American icons. The new ads will for one thing be similar to the previous campaign in that they are sure to continue the tradition of playing on the Absolut name and the distinct look and design of the drink's bottle.
e long for advertisers to follow suit. In part of a push by marketers to create an "up close and personal" advertising campaign, cell phone providers are exploring ways to deliver video, audio, banner clips directly to your mobile. 
in 2006. Traditionally, Allstate gears up about $100 million to the big four networks (CBS, NBC, ABC and FOX) which allows the networks to flaunt their fall television schedule and gives them financial flexibility before the TV season begins (when buying upfront, the networks give advertisers huge discounts). According to the Wall Street Journal, broadcast networks attracted 35% of the TV audience down from 57% 10 years ago...in the same period, the big four broadcast networks nearly doubled upfront sales to $8.3 billion from $4.5 billion. Allstate has always been one of the most loyal advertisers in the business and if this trend continues across the board, it only proves that advertisers are focusing their time and money on the developing new media. 
