THIRD ANNUAL SCREENS ISSUE - MediaPost

More documents

Recommendations

Info

GUEST EDITORS Adam Broitman and John Swords, Circ.us What did you learn from this experience? Adam: No matter what people in agencies say they are going to do, it doesn’t mean they are going to do it [laughs]. Seriously, we had hoped more agencies would want to contribute their ideas and screens experiences. I think that the whole collaborative effort is very difficult. It’s great in theory. But people are busy and don’t necessarily have the time. But I’m very happy with the contributors that we had. It was also fun to just talk to people about this as we were gathering ideas. I think it’s the agencies that are really getting themselves out there and getting new business that are the ones who get to try new things. The ones who submitted these ideas are the ones who are winning big awards, too. John: It’s a commitment to innovation. Given what you know now, what would you do differently? John: Hire writers! It’s been a long time since I’ve written that many words, so it was a challenge. What do you think about the future of print as a medium not just for ads, but for idea expression? Adam: When you look at the numbers over the last five years, one could probably argue that in a sense, print 72 MEDIA MAGAZINE Spring 2012 EXIT INTERVIEW BY CARRIE CUMMINGS Broitman Swords is relatively dead. We’re seeing a shift away from traditional magazines. I don’t think there will ever be a point where the print magazine totally doesn’t exist, at least in my lifetime. I just think it may be three pages with interactions. People still like analog assets. They still like things they can touch and memories they can put on their walls. The role will just become more of an activation for other experiences. John: Print has a place in solving the out-of-sight, out-of-mind casual engagement of reading solution, until we reach the point where screens are embedded and convenient in every surface. We haven’t replaced, nor will we replace, sticky notes and white boards for a while, because we simply don’t have cost-effective solutions. When we can project onto coffee tables and whatnot without having to worry about cords, that’s when it will change. What people are missing with digital is the presence of contents in their surroundings. We’re getting there. But it’s just not in our environment in the same degree, and at the low cost, that print can be. Well, can’t you say that print is more valuable than digital? It costs more money to print magazines and newspapers. Paper gives stories weight. How will you be able to distinguish the good from the bad if everything goes online? Adam: Isn’t that just a perception from how you approach things online? If you are 10 years old now, you may not have that idea that premium value is placed on the printed word and online may have less of a premium. There is a premium element to the printed word on paper for the time being, but I think it’s a conditional thing — some-
MAKE MONEY MAKING FRIENDS REGISTER FOR OMMA SOCIAL AND GET THE INFORMATION YOU NEED TO PUT SOCIAL MEDIA INTO YOUR MARKETING MIX. OFFICIAL CONFERENCE: INTERNET WEEK NEW YORK MAY 16, 2012 82MERCER – INTERNET WEEK NEW YORK HEADQUARTERS www.mediapost.com/ommasocial
Page 1 and 2:
MediaPost’s THIRD ANNUAL SCREENS
Page 3 and 4:
the playboy club photo: nbc; superb
Page 6:
CONTRIBUTORS Gail Belsky is a write
Page 9 and 10:
mobile. video. online. Need Creativ
Page 11 and 12:
source: nielsen UPFRONT The TV Repo
Page 13 and 14:
ment. How could it top Emmymagnet T
Page 15 and 16:
2012 Get the Lowdown on the Upfront
Page 17 and 18:
UPFRONT THE REPORT CARD What to Exp
Page 19 and 20:
sunday night football and sunday ni
Page 21 and 22: And more keep coming. “We are not
Page 23 and 24: Share a Blast April 25-28, 2012 Cap
Page 25 and 26: Advertisers like to buy ad time on
Page 27 and 28: nbc nightly news with brian william
Page 29 and 30: the colbert report photo: scott gri
Page 31 and 32: the way consumers watch TV today. W
Page 33 and 34: OUT-OF-HOME Four years after billbo
Page 35 and 36: Meanwhile, major advertisers are al
Page 37 and 38: Q+A With so many consumers switchin
Page 39 and 40: Buying at the Speed of Light THE MA
Page 41 and 42: works on the air today. In addition
Page 43 and 44: AGNOSTICISM FOUR MYTHS OF VIDEO ADV
Page 45 and 46: SCREENS When MEDIA magazine asked u
Page 47 and 48: could be built up among fans. With
Page 49 and 50: photo: cuttlefish, flickr FICTION A
Page 51 and 52: meaning the board actually said the
Page 53 and 54: photos: heliodisplay While the patr
Page 55 and 56: While screens measuring up to 84 in
Page 57 and 58: delivered via an app like TV Dinner
Page 59 and 60: Fusing data from sensors already in
Page 61 and 62: illustration: tonjiboy PORTFOLIO Cr
Page 63 and 64: Jim Houser Jim Houser’s multimedi
Page 65 and 66: Greg Lamarche’s colorful paper co
Page 67 and 68: Tomokazu Matsuyama’s paintings se
Page 69 and 70: ALLEN & GERRITSEN Inspired by creat
Page 71: SEEING IS BELIEVING 100 MILLION AME
Page 75 and 76: Paradise Found April 22-25, 2012 Ca
show all

THIRD ANNUAL SCREENS ISSUE - MediaPost

Create successful ePaper yourself

Delete template?

Save as template?