60
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OPP ROUNDTABLE Media negotiation www.opp.org.uk
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FEBRUARY 2010
with journalists is very effective as
part of an integrated approach. Our
editorials focus on location, lifestyle
Y
and investment angles with valid
research which provides readers with a
much more interesting and informative
INDUSTR
angle.”
Advertorials are just ads
with lots of words
A word reviled by editors the world
over, advertorials have nonetheless
been the saviour of many publications;
but are they effective?
“We sell for [retirement home
developer] McCarthy & Stone who
PEOPLE
only do advertorials,” said McDonald.
“They are selling to the 70 plus buyer
market – so this is the last home they’ll
ever purchase. A simple ad won’t do; it
needs to tell a story.”
Integrated approach
|
Complete Media’s Charlotte Read explains that agency meetings are now more likely to include input from This isn’t always the case for
PR and marketing as well as buying and planning to offer clients an integrated package of PR and advertising to deliver results retirement buyers, said Fry. “I have
clients buying for retirement at the
Unrealistic budgeting still resulted in the messaging isn’t correct or if they’re planners, PR and marketing team in top end who are more media aware.
TION
panic-buying cheap online media for trying to target the wrong audience.” the same meeting. Clients want to be They want ads, not advertorials. They
many, though, said Walker. “Cheap and Read ventured that media cleverer with their budgets so agencies want to be impressed by brands and
plentiful leads are harder to convert specialists are helping to change are creating combined advertising and facilities.”
DESTINA than quality ones that take a bit more attitudes because they’re changing PR packages.” TTA’s Penny Norton made the point
money and effort,” agreed Fry. “There their own approach in the new media “We’re definitely seeing a better that some nationalities respond better
are fewer platforms so budget should environment. response from PR on a global scale,” to advertorials than others, and media
go further.” “Times are changing and agencies said Melsom, who said advertorials specialists should have the data to
It’s easy to understand why are more integrated,” she said. “It’s more were working very well. “A creative show which and why. But should this
advertisers are less inclined to risk common to have the media buyers, editorial programme, working closely premium information be volunteered
spending money on a print ad or
exhibition stand these days, even if
it is much cheaper, because no-one
wants to be the person who signs off
BUSINESS
a potential waste of money. But there
are still so many companies going for
the cheaper option at the expense of
better-yielding campaigns, bemoaned
Topping, who asked Bridge how he is
managing expectation.
Small is beautiful
OPER
“We’re creating a smaller show for
VEL
a smaller audience,” he replied,
explaining that it plans an event
DE
around realistic numbers – controlling
the number of exhibitors to maintain
value. “We also work more closely with
clients to look at budgets and what
else they’re spending money on. The
ones throwing money around can be a
liability because they often don’t know
TING
what they’re doing and might not pay
in the end.”
Picking up on this latter point,
ARKE
M
Gregory-Peake said: “Before developers
engage with any media, they must
understand their market first. They
can’t blame the advertising platform if Make every penny count
|
With fewer property media platforms and lower rates, says Fry (right), budgets should go much further
FEB10_OPP_MAG.indd 60 28/01/2010 15:22
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