July 21, 2009

What The Media Meltdown Means For Marketing

This is the first document in the "Media Meltdown" series.

by David Card

with Mark Mulligan, Christine Spivey Overby, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 and 2009. While it may seem to be a buyers' market, this media meltdown risks being highly disruptive to campaigns and partnerships. Marketing leaders must work with media companies and agencies to reinvent integrated marketing, blending content with messages and extending channels not for reach, but for deeper audience relationships.

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