Do you and the decision-makers on your team "See the 'e' in Media?" The field of online media, which rapidly evolves every day, does not come with a tattered, yellow-highlighted advertising text book that staff members can turn to for quick answers. It is the obligation of the people "in the know" to pass on their knowledge to the next wave of hires filling ever-growing media departments.
During the seminal years, when rules of online media were being written as the game was being played, Adam Herman was the Advertising Industry Expert and Managing Editor of MEDIA Magazine, the first monthly publication to address online marketing and digital media from a planning and buying perspective. From this vantage point, Mr. Herman was on the cutting edge of innovative thinking on all issues of media and advertising, enabling him to see the many possibilities to engage and communicate with today's fragmented consumer universe.
Below is a selection of commentaries, articles, profiles and research by Mr. Herman that record the development of online media, the people and agencies doing the ground-breaking work, and the tools necessary to "See the 'e' in Media."
Thought-Leader Commentaries Being on the cutting-edge, at the intersection of traditional advertising and the Internet explosion, Mr. Herman witnesses the dazzling effect digital technology had on the media business. In his monthly column for MEDIA Magazine, "Media For the Online World," Mr. Herman chronicles the changes that most impacted the planning and buying community.
Please read the following commentaries and look back at the "Wild West" years of digital media.
Profiles on Advertising Agencies and Industry Leaders As the Agency Industry Expert for MEDIA Magazine, Mr. Herman tracks the emergence of many of the up and coming interactive agencies that populate Silicon Valley, Silicon Alley and all points in between. Additionally, he witnesses many of the large traditional media agency attempts to explore this new medium and siphon dollars away from television and print.
Please read the following profiles, of those you know or never even heard, to get a fascinating behind-the-scenes view of the key agencies and players in the advertising world who are developing the art of online media.
Planning Guidance Using BehaviorGraphics Cluster Data, Mr. Herman's monthly feature "Plan on It" explores the marketing segment marriage of data between Simmons Market Research and Nielsen Media Research. Each cluster group is dissected from an online and offline media perspective so planners gain greater insight into the nuances of consumer targeting.
Feel free to see the best media selections and online usage patterns for such diverse segments as Gadget Gurus, Chit Chats, Night Owls and Media Heads.
Stats and Insights Media Planners love numbers and ranking things, however, without strategic insight on what the data is, the value is greatly reduced. Under Mr. Herman's direction, MEDIA magazine's research and evaluation has become the industry standard bearer for ranking online publishers.
Take a look at the charts that generally ended up in the media kits of the top publishers.
Media Resources and Education While media planning is an evolved and complicated process, sometimes the simplest approach and pictorial description can be the best way to communicate an idea. That is the method Mr. Herman uses to explain detailed and intricate reports that are circulated around agencies and required reading for all planners.
Please print out the charts below and use them for a quick "how to" reference.
To learn more about how the new rules for media impact your business, please contact Karen Herman at karenherman@cds-ct.com or 203.536.8830. All inquiries are strictly confidential.