Norway's Media and Ad Community: Back to the Future. A Model for U.S. Media – Jack Myers

If the American media and advertising market could clone their counterparts from another country and import them to the US that country might be Norway where I spoke last week at the Mediaforum Conference The Norwegian media industry is both a throwback to a past age and a model for the future Norway39s economy never experienced the neardepression that pounded advertising spending globally and media companies have successfully navigated the technological shifts of the past decade Rather than resting on their positive growth numbers and relatively stable economy Norwegian and other Scandinavian media houses and agencies are actively studying the impact of digital media in other parts of the world and investing to protect their longterm interestsThe Norwegian advertising and media communities are collaborating to develop and implement integrated media and marketing strategies and to advance the value of new media technologies for marketersSchibsted the leading newspaper publisher preempted Craigslist and launched an online classified service in Norway that quickly dominated the market and now represents the biggest online classified advertising business in Europe with services in Sweden Spain France Belgium Italy Austria Slovenia and Lithuania plus Malaysia Argentina Mexico Brazil and Colombia Schibsted is a model for facilitating synergies and sharing of expertise across markets for classified ad operationsMore than 150 Norwegian newspapers still deliver average daily print circulation of more than 60 of local communities with some communities reaching more than 80 Six hundred newspaper copies are sold for every 1000 residents the highest ratio in the world All demographic segments remain active newspaper readers even though the two most popular papers are sold exclusively by the single copy Scandinavianbased research company RAM has expended its effectiveness research developed for Norwegian newspapers throughout Europe and into the US where it provides reader insights for 100 papers including The New York Times Two terrestrial TV networks dominate with several specialty networks reaching an estimated 80 of households via cable and satellite Internet penetration is nearuniversal and mobile penetration is 120 of homes Mobile carriers are aggressively developing advertising scanner and commerce capabilities Among the 400 Mediaforum attendees fully 70 had an iPad even though it is not yet being sold in Norway All major newspapers radio and television channels have active websites that are the country39s most frequently accessed sources of news and informationAt the Mediaforum event senior and midlevel executives from Norway39s media and agency communities heard from several speakers on advances in marketing and crossplatform integration around the world In my opening keynote address I shared examples of successful collaboration between US media marketers and agencies citing examples from MTV Networks Time Warner Turner Broadcasting Clear Channel and others Mike Walsh delivered an exceptional presentation on media and marketing advances in China Japan Philippines and other countries with a focus on mobile I interviewed former Omnicom executive Steve Grubbs who urged the Norway community to embrace integration of advertising and marketing services as an opportunity to avoid the influence of procurement on media purchasingOther speakers included Johnny Vulcan founder of New York based Anamoly Steve Simpson CEO of Group M Business Science and David Erixon of Russian mobile company Yota who spoke on the integrated companyTo comment visit wwwjackmyersthinktankcom JackMyersThinkTank and MediaBizBloggers are free and underwritten as an industry service by corporate subscribers to Jack Myers Media Business Report For subscription information visit wwwmyersreportcom Visit the archives of JackMyersThinkTank and MediaBizBloggers Jack Myers can be contacted directly at jmjackmyerscom

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Norway's Media and Ad Community: Back to the Future. A Model for U.S. Media – Jack Myers

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