MediaCommunications

MediaCom View: The launch of News International's 'thelondonpaper' and Associated's 'London Lite' is set to buck the downward trend of newspaper circulation for the first time in a decade. Research suggests that circulations could increase by 3% this month as a result of these new entrants into the market. Consumers are increasingly turning to online for their daily fix of news, consequently the paid for newspaper marketplace has suffered. Associated's morning freesheet (Metro) is enjoying continued circulation success and publishers such as News International are subsequently wanting to follow suit. With a decision yet to be made on who will win afternoon distribution on the London Underground and mainline stations, it is clear that the freesheet trend is yet to snowball even further.

MediaCom View: Five have confirmed that their new digital channel, Five Life, has a smart and emotionally intelligent identity. The channel is female-orientated and will be about creating the right attitude instead of trying too hard and becoming a bland, patronising female brand. It launches on the 15th October followed the next day by their other new channel - Five US which will feature the best of American drama and film.

MediaCom View: YouTube, amongst other websites, has seen exponential growth - especially in the last year. This has been facilitated by the increase in broadband penetration, which in turn has allowed users to proliferate their own content and media across the web. Because there is so much content out there and it is so easy to get, the control of content has moved away from publishers and into the hands of consumers - hence the growth of these types of sites. Currently, YouTube only facilitates the spread of User Generated Media. If they are going to grow and maintain their brand online for years to come, they need to look into offering more than this one chance for interaction. Movies trailers and TV Series are all avenues that YouTube are looking into. Advertisers need to realise that their brands are now 'fair game' and users will seek them out, especially online. The correct message needs to be available so that users seeking out brands are presented with the real image and not a watered down or satirised version. YouTube, amongst others allows this to happen and brands such as Nike are currently protecting and enhancing their image online as well as taking advantage of this massive audience without spending masses of advertising budget.