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.)
