Media review

I often come across the question of measuring the efficiency of print media, especially when it is b2b like us. How much profit does a banner that is placed on our website make? When is it worth adding an online presence to offline presence or replacing the latter with the former? Our Médiapiac.com magazine organised its annual conference in March and its topic was reviewing the media market. The trends I paid attention to, the ones which I think will help me answer the above questions, are the following: after the stabilisation of the media market a growth is expected to follow; the rapid expansion of appearances on the Internet will bring about significant changes in media usage in the near future, but at the moment we can count on intensive print version readers; advertisements are considered much less disturbing in offline media than in television or on the radio. What we see is that from this January companies are considering media usage more intensively again. I hope that this trend not only has to do with the Easter Bunny and in the months to come the current dynamism and demand will prevail, and we also intend to take part in the process as partners. In about six months, on 21-23 September at the Business Days in Tapolca we will discuss the first half of the year. It would be great if we would have left the economic recession behind by that time and we would be quoting the heroes and celebrating the successful survival strategies of the FMCG market.

Zsuzsanna Hermann, Editor in chief