GLG News by Magazine Advertising Purchasers

Yes, TV provides advertisers "critical mass" necessary for broad immediate reach. Yes, TV is the only medium with the ability to reach 50%+ of any given demographic. These two "yesses" will continue to change and evolve in 2009 and beyond.

Misconceptions abound regarding TV's penetration, when in fact TV ads are delivered on an extremely fragmented and segmented playing field.  Key is to find the medium that delivers the largest share of the audience you seek, then to repeat your message in / on that medium as often as you can afford...

The leading indicator used to determine the condition of the retail environment for stores like Saks Fifth Avenue, Macy's, Target, and Abercrombie & Fitch are same-store sales. This is a weak indicator at best in the current consumer climate. Markdowns and promotions are enormous going into November....

2009 is going to be a tough year but what else is new? TV, like other media is not immune to the economic downturn. Advertisers are being forced to re-look media/marketing expenditures, that in itself is not unusual or a bad thing per se.

In late 2008, the advertising industry appeared to be headed in the same direction as the American economy, except that the federal government is expected to provide some help to the economy in 2009. Advertising couldn't even count on a Holiday bonus and 2009 had nothing in sight to replace the...

Consumers have all but stopped shopping. The only hope a retailer like Saks has at this point to survive is to turn all it's inventory into cash, get as much support from its vendors as possible, cut all its costs in half, and hope consumer confidence begins to stabilize. Saks and other retailers have...

Many luxury brands are reducing prices going forward as the dollar strengthens to the Euro and demand constricts. The combined effect of Strong Euro/High Demand skyrocketed luxury goods prices during the past few years. But retail prices coming out of Italy and France from luxury brands could...

Under reporting of audience listenership to Urban and Spanish-language stations hurts everyone, the listeners and advertisers. It's taken main stream marketers a while to fully understand the importance of these audiences

As with other mediums, revenue is down but radio is far from out of business. New technologies and a return to localism will help.

- Nielsen comes out with a new study - telling us everything we already know, and analysts rush to measure the industry-changing impact. The knee-jerk reaction is that the advertising industry will adjust spending from "mainstream" markets to ethnically-diverse outlets; however, Entertainment companies...