2009 Index of Reports, Forecasts, Data & Insights: Jack Myers Media Business Report

Following is a yearend index of 2009 Jack Myers Media Business Reports linking to the subscriberonly archive at wwwjackmyerscom If you are a subscriber and not able to access the archive email maryannjackmyerscom for access information For subscription details visit wwwmyersreportcomOnline Video Social Marketing Mobile Media Directed Promotion Videogame Ads and Local Cable Lead 2010 Revenue Growth 122109The range of forecasts for the advertising economy in 2010 is unprecedented representing a spread of 12 percent from negative six percent to positive six percent In this report I focus on the positive news for the media business in 2010Social Marketing Investments Forecast at 32 Billion in 2012 121409Marketers will spend an estimated 800 million in 2009 on social media wordofmouth and conversational marketing increasing 23 over 2008 levels with growth projected to 32 billion in 2012Wall Street Ignores Media39s Fastest Growing New Business 120709Advertising will represent only 268 of total marketing expenditures in 2009 188 Billion with belowtheline nonadvertising marketing categories often called quotunmeasured mediaquot representing 732 5135 B Marketers are drawing from these budgets to fund a growing array of media company offerings that exploit emerging interactive media capabilitiesMarketShare Partners Shifts Metrics from Eyeballs to Outcomes 120309MarketShare Partners MSP is gaining the attention of leading marketers agencies and media companies based on sophisticated strategic marketing analytics that are redefining marketing measurement and providing unequaled tools for marketing budget allocationOnline Video Advertising Grows 115 in 2009 113009Online video advertising will increase 115 percent to 968 million in 2009 and is forecast to be the fastest growing segment of the media industry through 2012Top Five Sales Attributes of 56 Cable and Broadcast TV Networks 112309Indepth details highlighting the top five sales attributes of 56 general interest cable and broadcast television network based on the results of the Jack Myers Media Business Report Survey of Advertising ExecutivesThe Search for Marketing39s Soul Report from the Monaco Media Forum 111809Advertising cannot be depended upon to fund an endless supply of companies and services We are at a turning point in the advertising industry amp8211 and the decisions being made by major marketers and media companies over the next two to three years will define the fundamental future of media throughout the worldMTV Networks and Broadcast Nets Lead in Online Mobile and MultiPlatform Offerings 111609Report on those networks that are personified by offering valuable Online Mobile and MultiPlatform OpportunitiesDiscovery Channel Ranked 1 Quality Sales Organization by Ad Execs TBSTNT 2nd History 3rd 110909First in a series of reports on general entertainment network organizational attributes based on exclusive research conducted by Jack Myers Media Business Report among our panel of advertiser and media agency executivesPerspectives on the Coalition for Innovative Media Measurement 110209Is there an industry need for innovative media measurement More to the point is there a need for leading television networks media agencies and marketers to organize a coalition to advance innovation in media measurementMcKinsey39s Failure at Condamp233 Nast Network TV39s Strong 4th Quarter Plus My Strategy for Media Industry Growth 102609The media industry which grew at a rate greater than 50 annually for four decades due to subscriber payments affiliate fees and advertising revenues is declining at an even more precipitous rate and there is little visibility for the futureUS Hispanic Advertising Spending by Media 20082010 101909The industry39s only detailed insights on 2009 and 2010 Spanish language advertising expenditures in network television radio newspapers magazines online and outofhomeWill Conde Nast Changes Make a Difference and Is a Deal with Scripps in the Works 101309Review of the recent changes at Condamp7867 Nast and a review of the overall prognosis for magazine publishing companies as the business continues to transform around digital expansion and free content distributionComcast NBCU and GE The Pros the Cons the Winners and the Losers 100509A preliminary analysis of the challenges potential conflicts and opportunities suggests a generally positive prognosis for the longterm overall economic viability of the potential ventureThe Hidden 50 Billion Available to Media ampamp Advertising Companies from BelowtheLine Marketing Budgets 092909In 2009 total advertising revenues are projected to be 2018 billion and total marketing revenues are projected to be 700 billion In 2015 advertising revenues are projected by Jack Myers Media Business Report to grow to 2532 billion while total marketing expenditures including advertising increase to 8091 billion Unless the media industry responds an estimated 46 billion could be left on the table between 2010 and 20152009 Recession is No Worse for Network TV Upfront Than 1991 and 2001 092109Looking back at Upfront spending patterns in the recession years of 1991 and 2001 uncovers some surprising and hopeful evidence that this year39s Upfront declines are consistent with these past two recessionimpacted Upfronts and that future prospects are brighter than many analysts anticipate20102012 Preliminary Ad Spending Forecast Plus My Outlook for AOL 083109Preview of estimated fullyear 2009 ad spending data plus an opinion of the recent strategic moves by Tim Armstrong at AOLNew Media Companies Confront Failure While Traditional TV Network Model Proves Sustainable 082409Today39s report focuses on the resilience of traditional media empires and the selfdestructive patterns of new media that are holding back progress development and economic growthScatter Forecast Plus First Look at 20102015 Broadcast and Cable Network TV Ad Revenues 081709quotWill the scatter market be strongquot I share insights on likely scatter market conditions and some interesting nuances to the justconcluded Upfront Also in this report is my first look at the longterm economic prospects for the broadcast and cable network advertising marketplaceUpfront Results are Not Bad for the Networks 081009Although many believe this year39s drawn out process signifies dramatic and sustaining changes in the Upfront market in fact the Upfront turned out to be a reasonably traditional process with predictable results I outline the reported performance of broadcast and cable networks and explain some of the dynamics that reinforce misleading perceptions of Upfront resultsUniversal McCann Gains Wall Street Recognition for MediaCentric Reorganization 080309What39s behind the success at Universal McCann A completely new approach to industry relationships spearheaded by Global CEO Matt Seiler North America president Jacki Kelley and SVP New Business Jen HohmanLessons the Cabletelevision Advertising Bureau and Media Industry Could Learn from Baseball 072709As a baseball fan I39m fascinated by how quickly the institution of Major League Baseball team owners players agents and others are embracing a revolutionary technologybased system I cannot help but compare MLB39s embrace of technological advances to the quagmire the media industry finds itself in today and the industry39s stall in advancing breakthrough technologybased innovationSpotWinneramp8482 Delivers Guaranteed Commercial Views Targets BelowtheLine Marketing Budgets for Traditional Media Companies 072009SpotWinner is a new form of online and mobile advertising that features the 30second commercial as the destination in a fun entertaining online casual game format20092010 Upfront Finally Breaks in Last Gasp for Traditional Business Models 071309Although several industry executives and investment analysts believe the media economy will experience positive signs for renewed growth this year the reverse is the unfortunate realityThe Upfront That Could Have Been 070609As the broadcast network television Upfront moves forward quietly and with little momentum it39s becoming clear that procurement and financial officers of major marketers are dictating the pricing decisions and driving Upfront purchasing models Based on the deals that are being negotiated and completed overall applestoapples costperthousand pricing is down compared to last year with total Upfront sales down considerably leaving a higher than normal percentage of inventory available for scatter markets Exceptional deals are available to marketers who would agree to flat to modest CPM increases but instead of capitalizing on these potential opportunities marketers are walking away from incumbencies and category exclusivities ignoring major longterm relationships in return for cost efficiency considerations In this week39s subscriber report I share detailed insights into this year39s Upfront market conditionsPlaceVine Connects Marketers to Brand Integration Branded Entertainment Opportunities 062909PlaceVine is a webbased matchmaking service that connects marketers to brand integration opportunities across film TV and new media There are over 400 content producers and 225 brands and agencies currently using PlaceVineWill CBS Be the WalMart of Media 062209Across all segments of the economy from auto dealerships to retail shelves to entertainment venues to sports events and to media amp8211 we are experiencing an inversion of the supplydemand equation that has spurred economic growth for the last six decadesNetwork Upfront Results Will Impact the TV Content Landscape for Decades 061509Although marketers agency executives and even network TV salespeople have been challenging the relevance of the network television Upfront marketplace for more than a decade it has remained the predominant influence in media buying and selling This year39s Upfront results will have significant impact on the future of the network television business for many reasonsLinkMe Mobile amp8211 Visual Voice and Audio Recognition for Instant Content and Advertising Interactivity 060809Privately financed earlystage mobile technology company LinkMe Mobile formerly SnapNow US has the potential to revolutionize mobile search through patented visual voice and audio search technologies LinkMe Mobile is redefining how brands and advertisers connect with consumers Now in the process of raising institutional Bround financing LinkMe Mobile was founded by engineers at NASA39s Jet Propulsion Lab in 2001 The company holds five patents with 27 additional patents pending globally With its patents and sister brands in the UK Japan and China LinkMe Mobile is the only multinational company to combine visual voice and audio recognition technology to create instant mobile interactivity for marketers media companies and consumers With the current number of global mobile phone users at over 4 billion and growing mobile marketing is quickly becoming an effective and proven means for consumer engagementTV Network Valuations Will Not Be Destroyed by Free Content Distribution 060109Laura Martin Entertainment Cable and Internet Analyst for Media MetricsSoleil Securities expresses concern quotabout the slippery slope of professional content CBS DisneyABC NBC Fox Viacom etc moving from the TV to the PCquot Martin calculates that quotup to 300B of market cap across the entire television value chain is at riskquotUpfront 2009 Which Nets and Online Media are Best Positioned for Growth 051809Myers Publishing has been issuing reports on the network TV Upfront market since 1987 on television media sales organization performance since 1984 and on online media sales organizations since 2000 Insights on advertiser and agency perceptions and priorities are even more relevant this year as advertisers and their media agencies plan their Upfront strategies and consider broadcast cable and online plans that respond to the economic recession Led by Procter ampamp Gamble marketers sent word last year to agencies and networks that they would seek reductions of as much as 20 percent in costperthousand while demanding that historical presence levels be retained PampampG39s pricing memo stirred debate and dialogue and has proven to be misguided and unrealistic as market pricing for the strongest networks is proving to be resilient even in the face of economic pressure While networks may recalibrate their client mix and advertisers may reallocate their budget distribution most plans fail to embrace the oneTV world and still differentiate between broadcast and cable TV While there are legitimate reasons the status quo seems to be intact in the Upfront for at least one more yearValue and Vision Identifying Media Growth Stocks in a Depressed Economy 051109First Look at 2011 Ad Spending Projections 050409The most likely scenario for a turnaround of the current media industry economic downturn suggests midtolate 2010 based on a typical sixmonth lag between GDP growth and an advertising reboundHow Will the Economic Recovery Impact Media Stocks 042709For decades advertising and media companies could reliably depend on ad spending to track consistently with gross domestic product During recessionary periods advertising has been a lagging indicator Marketers maintained their ad spending until sales declined for two quarters and then held back on spending increases until six months after the recovery beganWaiting for Advertising Economy to Rebound is Waiting for Godot 042009As we entered 2008 many believed digital media would be the panacea to cure whatever might be ailing the media industry All of a sudden the proverbial shit hit the fan This report outlines the economic challenges faced by advertising dependent companies beyond the current recession and suggests the single greatest opportunity for sustained growthGoldman Sachs Report on Media Economy Myers Research Lists TVOnline Research Leaders 041309Goldman Sachs analysts identify three overriding themes for 2009 based on an analysis of 4Q earnings transcripts from the top 100 US advertisers and various media companies39 management commentsAdvertising Stepchild of the Marketing Business 040609The fact is that advertising is on the decline as a relevant weapon in the marketer39s arsenal It appears that most marketers consider advertising as little more than a distribution system for carrying advertising messages in multiple formats from point A to point B Even as digital technologies have empowered an increasingly sophisticated set of communications enhancements advertising remains the step child of the marketing businessWhich TV Networks Offer the Most Innovative Advertiser Opportunities 033009Advertisers are asking networks to ante up to innovative addons such as sponsorships online packages promotional initiatives and other nontraditional enhancementsNBC Universal Cable 1 For Delivering Value for the Investment 032309NBC Universal Cable Networks Hallmark Channel Rainbow Networks AMCWe Scripps Networks and Turner Entertainment Networks rate as the top five general entertainment cable networks for delivering value for the investmentNickelodeon IGN WashingtonPostNewsweek Discovery EA UGO ESPN and USA Today Rated Tops by Ad Execs for Reaching the Most Engaged Online Audiences 031609Advertiser and agency executives who spend more than 75 of their time working with online media rank Nickelodeon Online as the 1 website for delivering the most engaged and targeted audiences Six other TVbased sites are included in the top 15 sites among 52 branded sitesLocal Ad Spending Down 20 in 2009 Emerging Media Up 50 030909Media and other advertisingdependent companies need to brace for challenging times ahead and accelerate initiatives to attract revenues from alternative sources Success will be on a companybycompany and marketbymarket basis within most traditional media categories and will depend on companies39 strategic responses to current industry conditionsAre Advertisers Just Not That Into Advertising 030209Could it be that marketers are just not that into the benefits of advertising anymore Could it be that advertising is no longer valued as an important contributor to business success Or even more threatening is it conceivable that marketers never really considered advertising to have any real value beyond a lowcost mass distribution vehicle for their ad messagesNickelodeon Named Best TV Sales Organization by Ad Execs 022309Nickelodeon Kids and Family Group has been named Best TV Sales Organization of 2008 by more than 250 advertiser and agency executives who participated in this year39s Myers Survey of Advertising Executives on National TV Value and Sales Organization Performance Threat to 2009 Online Video and Social Network Ad Spending 011209Online video and social network advertising growth this year could be considerably less than expected while online display and search advertising could be slightly better As marketers retrench and concentrate budgets with media they perceive to be tried and true agency buyers and planners appear to be gunshy in recommending new optionsWelcome to 2009 TV Advertising and Media Face Their Transformational Era 010509Welcome to 2009 There is hardly a glimmer of positive news for the global and national economy Presidentelect Obama will be challenged to create a national consensus behind his vision for a renewed sense of purpose and focus on the future We in the media and advertising industry should also define our vision and have a renewed sense of purpose

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