The task of a Sales Director at a major newspaper or magazine publisher is to take more advertising revenue and in order to do this he/she needs to take more of the available advertising cake. He or she does this by competing with other newspapers and magazines and also with other media such as television, radio, outdoor etc. This paper concerns the second of these situations and examines the ability of press to compete for some of the advertising revenue currently spent on television in the UK.
The reason for the emphasis on television spending is due to televisionâ€™s dominance in revenue terms amongst the larger spending advertisers. The table below shows the share of above-the-line display advertising spend by medium for the top UK 500 advertisers.
Symposium: 2005: Prague, Session 3 - The Advertisers Perspective
Authors: Baynton, Paul
Organisations: IMS (UK)
Topics: Inter-media Comparison