Tuesday, May 24, 2005

We all scream for more screens

“Screens, screens, screens,” screamed a top advertising executive to a bunch of publishers in New York.

"Pay particular attention to the explosion of wireless devices and DVRs, the growth of on-demand and the saturation of broadband,” advised Renetta McCann, the prescient chief executive of Starcom MediaVest Group. “We believe that consumers [in the future] will engage with content primarily through these screens."

It’s not about high-tech but about personalization, Renetta told the International Federation of Periodical and Press World Magazine Congress, as reported by Advertising Age.

"In the long term, you're going to have to figure out how to give magazines more of a screen-based entry point for consumers," she said. "Can your food editors present one-minute recipes or cooking tips? Can your health experts create one-minute relaxation or exercise programs?"

Good questions.


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