'Old' media must be flexible

The proliferation of new media and technology is producing greater demands on traditional media owners to be more flexible to the needs of advertisers. Just a few years ago, there were two main media: television and print. However, the coming of age of the Internet and a myriad other channels such as mobile phones and personal digital assistants (PDAs) have meant that advertisers can nownot only target more accurately, but also reduce wastage. During a panel discussion at the IAA/MEDIA Summit 2000, Eddie Chalk, manager of marketing services at Mercedes Benz China, said media owners are now reacting to the specific demands of advertisers rather than dictating advertising terms. However, he stressed that one area that needs to be improved is the printing quality of newspapers. But while Sing Tao Group executive director Nigel Oakins expressed doubts that the new media in its current form would be able to deliver the results that advertisers are looking for, he did predict that within the next three years there would be a greater adoption of new technology in the print medium. He even predicted that newspapers and magazines would soon be able to print 3-D images which he described as "gimmicky but attractive to beauty and fashion advertisers". The sentiments expressed by Mr Oakins and Mr Chalk underline the changes now taking place in traditional media, which allow greater flexibility and innovation. However, the speakers said that the level of flexibility and innovation now seen - such as the increasing use of advertorials - would not damage the independence and integrity of editorial departments operating within media companies. CIA Hong Kong managing director Caroline Foster said: "Research suggest that even advertorials are credible and they do not harm editorial integrity." But despite talk that the new age media is driving change, all the speakers agreed that the Internet is not all that it is cracked up to be. As Mr Chalk put it: "People talk as though the Internet will replace everything. "I don't believe that for one minute because the Internet is really just another medium like television is one medium and print is another." (See Viewpoint on page 8.)

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