Magazine article Marketing

Monopolies Stifle Brand Building

Magazine article Marketing

Monopolies Stifle Brand Building

Article excerpt

How much further can the process of media monopolisation go? Smaller advertisers have long found it prohibitive to use TV. But current developments are alarming enough to suggest that all but the biggest advertisers are being left out in the cold, with severe effects on brand building and innovation.

Whichever way they look advertisers see worsening weather. Fragmentation of the media was supposed to open up all sorts of opportunities. There would be better targeting. Intense competition would reduce rates. Instead, we are finding it costs more to achieve the same coverage.

Under the new broadcasting regime prime time slots are going to become relatively more expensive. And when stations no longer have to reveal station price, the chances are that the really big operators will get hold of the information and negotiate keen deals anyway. But small and medium sized players will be left out in the cold.

Already smaller advertisers hardly get a look in to a media scene dominated by six big buying groups and four media sales houses. And even before the new regime gets off the ground everyone knows that some contractors' pockets are going to be so shallow they won't be able to compete. …

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