Recently, the ABC’s Alan Kohler published an article titled “The media earthquake is crippling mass marketing”. With an insider view into the industry, coupled with recent reports of Nine Entertainment’s huge profit downgrade and $300 million loss, Kohler predicts marketing through mass media is coming to a grinding halt.
What does this mean for traditional media? Where should brands invest their advertising spend in this changing environment? This week James, Nic and Sarah discuss how brands and media outlets alike should adapt to the changing space.
While there is some disagreement between the hosts about what tactics work best, the three are in agreement that in order to survive through what James describes as “the disruptive period”, you must adapt or else expect to die out with other outdated methods.