Media agencies ‘more focused on fashion than function’ says News Corp boss as revenues fall
The CEO of News Corp Robert Thomson has suggested media agencies are following digital fads in how they spend their clients’ advertising budgets.
Thomson: Agencies chasing fashion over function
The CEO of News Corp Robert Thomson has suggested media agencies are following digital fads in how they spend their clients’ advertising budgets.
In a comment contained within the company’s quarterly global financial results announcement released this morning, Thomson said that one reason the company’s advertising revenues are down is because brands and agencies are “experimenting” with where they invest their ad dollars. He said:
“With the advertising market in the midst of upheaval, advertisers and agencies are experimenting with their spend. We believe that premium mastheads and audiences are currently undervalued by agencies, some of which are more focused on fashion than function.”
I don’t think anyone seriously believes that News Corp is in any way “premium”.
ah yep, of course, its the media agencies and advertisers that are out of touch.
Am I out of touch? No, it’s the advertisers who are wrong.
Unfortunately for Newscorp the sad reality is that nobody cares nor needs them from a reach POV any longer.
Perhaps Mr Thomson should review his marketing teams media plans to see if they are “experimenting”
I think you’ll find advertisers and media agencies alike are in agreement of “experimenting” with their money elsewhere. Sorry, Newscorp.
I just don’t believe they are seeing any significant uptick in digital subs. Seriously, who’d subscribe to one of their tabloids?
Well if by fashion over function you mean agencies have checked all creative and emotional critiquing and evaluating of any media options at the door on behalf of dsp’s & media desks that buy at 1$ cpms, to be able to point to a graph and say hey we reached triple what you expected! And we will invest in content when the publisher is willing to compromise their content to seed a brands message. Then yes I agree. Their is a lot of ‘fashion’ going on. Well I can tell from my view that all I am seeing is the robots reigning supreme.