Posts tagged with Martin Sorrell

Advertisers seeking flexibility and protection for 2012

With questions about the global economy weighing heavily on the minds of advertising executives, companies are increasingly taking a cautious approach to the ad deals they're making for 2012.

According to Reuters' Yinka Adegoke, executives who attended the Reuters Global Media summit last week are citing the crisis in the Eurozone and the political situation in the United States as reasons for shortening up advertising agreements and other partnerships.

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Ad:Tech NY: Free doesn't have to be a four letter word

With media companies thinning out their newsrooms, struggling to stem revenue losses and worrying about the plausibility of subsisting on dwindling ad revenue online, there's been a lot of talk over the past few months about charging for content.

The free versus paid debate was at the forefront of discussion on the first day of ad:tech in New York this week. Sir Martin Sorrell, CEO of WPP, showed his cards early in the day, opening the event with a talk where he put his money with Rupert Murdoch when it comes to making customers pay for media content online:

"In order to make traditional models viable... you have to plumb where people are willing to pay for content."

Sorrell seems bullish on consumers paying varying rates for content of varying quality, and despite predicting a winnowing of content suppliers online, is confident that media brands will need to charge to sustain the quality of their content. It's a theory that found root later in the day as well.

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