High Hopes for 2017

I hope that facts become fashionable again Whatever one39s political persuasion we can all agree that both the EU referendum in the UK and the US Presidential election were full of exaggerations misspeaks and untruths Factcheckers have never had so much funamp160Those whose profession is at the very least loosely based on facts including quality press journalists found that their ability to influence events was rather less than they had thought They lost Opinion pollsters whose predictions are often presented as facts lost tooamp160Those who care little for objectivity and who generally prefer noise over discussion wonWhen any group suffers a shock there tends to be a reaction We all need a free press representing all shades of opinion We need journalists We need facts In 2017 these needs will hopefully translate into action I39m hoping for rises in the circulationsviewerships of those newspapers and magazines that deal in factbased opinions as we come to realize their importanceAudience researchers deal in unbiased measured data Some digital platforms ironically prefer to control what they release to the marketamp160I hope there will be a closer collaboration between those charged with measuring audiences whether inside or outside the industry bodies The principle of objective measurement is too important to let goPost their horrible 2016 2017 will see media agencies continuing the rebalancing of planning and trading The pendulum has swung too far towards the traders and away from the planners too many of whom are starting to resemble academics with little influence over final outcomes amp160Agencies need to rebuild trust with their clients They can best do this by focussing more on their undoubted planning skills and less on the quotnever mind the quality feel the pricequotamp160argumentThe raging 2016 controversy over transparent trading will with any luck continue This is too important an issue to allow those implicated to bury it I hope the remit of the ongoing DoJ investigation in the US is expanded to cover media trading practicesCollaboration will become a key byword in agencies The world is too complicated for any one side of the business to think it can do everythingamp160This sense of collaboration will impact the digital industry too as it grows up Hopefully we39re emerging from the phase where everything was presented as if in some stupid competition for the biggest meaningless numbersamp160All media forms have their place all have their strengths and weaknesses It should be and is perfectly possible for the likes of YouTube to win without using dodgy data to denigrate TVI39m hoping for less hype less exaggeration and less of a focus on the biggest gross numbers amp160Rather I hope for more of a focus on verification on effectiveness and on the facts beating out the exaggerated promises of the secondhand car dealer to drive media actionsA final hope amp160May this year be a boring one After all the excitement challenges and changes of 2016 we could all do with a year of drawing breath of simply getting on with getting onClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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High Hopes for 2017

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Brian Jacobs

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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High Hopes for 2017

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Brian Jacobs

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