Media Matter; Audiences Matter More

We are supposed to be good at words. We are after all in the communications business, although if you’ve had the misfortune to read a typical agency pitch document or sit through yet another conference paper on neuroscience and the media you may wonder.

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Want to Pitch?

What a weird business we’re in. On the one hand we talk a lot about the need for consistency in relationships, about the need to truly understand the client’s business, about the importance of our work being acknowledged and respected in the advertiser’s Boardroom. And on the other we celebrate pitches as if we were involved in a sporting event (we even delight in publishing new business league tables).

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Audience Measurement in 2020. A Blueprint.

Last week’s Cog Blog laid out the case for this being a watershed year for audience measurement. We are facing an increasingly complicated media world within which we use multiple devices to consume content selected from a vast array of choice. We consume at times and in places that suit us, not the content providers. And we’ve been trying to make sense of all this with a set of tools that were imagined in a different age.

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Audience Measurement in 2020 – A Watershed Year

The Cog Blog is nothing if not prescient. Here’s an extract from a post on 9th January. That’s, oh almost a month ago (or sometime in the last decade in the minds of those from the cult of the shiny thing). I wrote: “‘Measurement’ is believe me the topic of the moment.”

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Janet and John Do Advertising – Badly

I delayed last week’s post until after the glorious / miserable (delete according to choice) day when the UK left the European Union. For those overseas, this happened at 11pm on Friday 31st January.

The wait was so that I could, without being accused of political point-scoring write about the incredible ad campaign run by the Government to ‘Get Ready for Brexit’.

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The Telegraph and The ABC

Last week an unusual thing happened. The Telegraph Media Group (TMG), publishers of The Daily and Sunday Telegraph announced that they were pulling out of the ABC (for overseas readers, that’s the UK’s Audit Bureau of Circulations, the industry-wide measurement of newspaper and magazine sales covering around 1,200 titles).

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Word of the Year

Last week I was (I think entirely justifiably) snooty about predictions. The Cog Blog doesn’t make predictions – if only because of an entirely rational fear of being called out a year later for getting them hopelessly wrong.

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Lessons (To Be) Learned

It’s traditional to start the first post of the year with predictions for the year ahead. It’s inevitable that a few of these will come true (on the basis that even a stopped clock is right twice a day), and equally inevitable that most will never happen.

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