MediaCommunications

MediaCom View: From next month Hachette Filipacchi is preparing to launch a travel-sized version of ‘Red’. An extra 25,000 copies will be distributed in branches of WHSmith and World News at major travel points throughout the UK. This is the first time a travel-sized format has been published in the middle youth sector, which includes Haymarket’s ‘Eve’ and Natmags ‘She’. Following Glamour’s successful launch of its handbag sized format in 2001 other titles within the young women’s glossy market, such as Cosmopolitan and Elle, have trialed this smaller format. The question is, will small ‘make it big’ in the middle youth sector?

MediaCom View: Google is facing criticism from several advertisers and media buyers for poorly communicating recent changes to its search algorithm. As a result of the changes, some advertiser accounts on Google were frozen while others experienced minimum CPCs rising to an unaffordable level. Google's system rewards relevant advertising and the changes made to the 'algorithm' will influence the cost per click. Google responded to the criticism by saying that fair warning was given. Google does need to provide the market with greater insight into what changes are made to their system but it shouldn't come as a surprise to any in the industry that changes are and will continue to be made on a regular basis.

MediaCom View: A three-month trial by comScore, Media Metrix and Yahoo! found that 7.5 million UK consumers used web searches to plan trips during Dec 2005 and Feb 2006. Only 10% of initial search referrals resulted in an immediate transaction while 85% of searches resulted in a purchase within 90 days. The study also found that 80% of consumers found online travel research more valuable than offline resources, and that 25% of consumers considered a new brand because of its placement in the top search results.

MediaCom View: The Incorporated Society of British Advertisers has called on broadcasters to change the penalty system surrounding late copy delivery. Instead of the current system involving a proliferation of charges across various channels, the ISBAs TV action group is arguing that there should be one standard charge amidst fears that broadcasters are using the charges to prop up their finances in an increasingly competitive marketplace. The digitalisation of ad delivery is also lending weight to the ISBA argument as broadcasters can no longer justify the early deadlines.

MediaCom View: The development of digital radio is changing the face of traditional radio listening habits. The RAB's recent 'Multi-Platform' study demonstrates how DAB, DTV, the Internet and new digital mobile phone technology are creating more interactive radio listeners tuning in across more platforms.

The study questioned 550 Digital radio listeners of which 70% said they listened to the radio while surfing the Internet. The RAB believes this highlights the complementary nature of the two activities, and enables radio to prompt instant responses from listeners who can search for a website immediately after an ad message is heard. This also points to new times of the day to target potential consumers - this will include off peak daytime or evening when people are using the Internet at work or recreationally.

New mobile phone technology such as BT Movio launching this year will be another opportunity to reach consumers in the '3rd space' (e.g. in transit to and from work, neither at home nor in the office)

This is good news for advertisers, who can use these findings to target niche audiences in particular mindsets across the day.