Saturday, January 07, 2006

Audit or shut it?

It is no secret that advertising is an extremely important part of any marketing plan for any organization. It's not something only newly launched companies need, but even existing and well established companies absolutely need to sustain its position and growth.

Advertising costs have consistently been increasing in the Middle East. Increasing costs for what is already overpriced is nothing new to the region. What is interesting here is that this is happening despite pleads, followed by threats by major advertisers to audit publications. Those very publications that are failing to audit are the ones increasing the advertising rates.

Could it possibly be, that they are attempting to maintain their revenue from the expected boycott from some of the main players in the advertising industry? If so, such tactics will not last for very long. Only big players can afford to pay such high rates and so that takes them back to square 1.

Auditing may be a bad thing for some in the short-term. However, it most certainly is going to be of benefit to a lot of publications, giving them legitimacy and proof of their success. Or will it?


Blogger moryarti said...

welcome on board ..

January 08, 2006 11:04 AM  
Blogger secretdubai said...

Oh superb! A new blog and about media!

I will add you to the blogroll at UAE community blog and if you would like a membership invite there, just drop me a line at [my username here] at Gmail.

January 08, 2006 12:18 PM  
Blogger secretdubai said...

Hmm - well is busted at the moment - but as soon as it starts working again I'll put your blog in.

January 08, 2006 12:23 PM  
Blogger Dubai Media Observer said...

moryarti, thank you.

secretdubai, thank you for your offer. I don't think I will be participating in the UAE community blog, especially that this blog and its content will not likely attract the kind of general public you have on the UAE Community Blog.

January 09, 2006 8:33 PM  

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