'Old' media must be flexible

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