Magazine article Marketing

ISBA Opens Doors to Media Owners

Magazine article Marketing

ISBA Opens Doors to Media Owners

Article excerpt

The Incorporated Society of British Advertisers (ISBA) is to allow media owners to join its ranks for the first time in its 100-year history.

Capital Radio has already signed up and several other media companies are considering membership, including web firm Yahoo!

The move marks a radical change in the approach and make-up of ISBA. In the past, it has often been viewed as the stick advertisers used to beat media owners with.

But John Hooper, ISBA's director-general, who steps down at the end of the year, said it was necessary to recognise the changes in the market, in which media owners are now major advertisers, and traditional advertisers are moving into media ownership through areas such as the web.

"The boundaries are blurring and to exclude advertisers because they happen to be media owners is no longer a tenable position."

Hooper said the initial approach had come from Capital and been approved by ISBA's council, made up of 36 senior advertisers. …

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