Mike Gillam got balls of steel
One has to admit the serious balls Mike Gillam must have to stand up to publishers and demand audits. It's the kind of thing that either makes him a legend or breaks him completely. Apparently there are many who have threatened him personally, but he's not naming names. However, truth be told, MindShare is high on the list of those who would definitely be taking a very hostile stance against Mr. Gillam.
Audits not only help advertisers but PR firms as well. People seem to overlook the parallel line PR takes with advertising. Perhaps it is because PR has an estimated value as opposed to a concrete figure, but at the end of the day, all figures add up. Today's PR firms grade publications in order to avoid relying on circulation. Of course, one cannot completely omit circulation from the overall formula, but it is marginalized since it is completely pointless without audits.
From Dubai Media Observer, we say, kudos to you Mr. Gillam. We are fully behind you.
Audits not only help advertisers but PR firms as well. People seem to overlook the parallel line PR takes with advertising. Perhaps it is because PR has an estimated value as opposed to a concrete figure, but at the end of the day, all figures add up. Today's PR firms grade publications in order to avoid relying on circulation. Of course, one cannot completely omit circulation from the overall formula, but it is marginalized since it is completely pointless without audits.
From Dubai Media Observer, we say, kudos to you Mr. Gillam. We are fully behind you.
posted by Dubai Media Observer at 3:41 PM
4 Comments:
Audit talk makes a lot of publishers squirm, as was discussed at the Gulf Marketing Forum.
Better late than never, though.
It will only hurt a while ;-)
It's going to kill several titles even. This is the most serious threat to printed publication since their introduction! Those guys are not going to sit back and beg for mercy. Hostilities are to be expected.
Let the audit-adventures begin ;-)
I'm writing from Open Source, an American public radio show based in Boston and distributed around the country (and the world) on Public Radio International. We're doing a show about Dubai, and the United Arab Emirates more generally, this coming Wednesday. We're hoping to move past the port security issue and talk about the larger issues of Arab development, globalization and seismic shifts in global capital, and new notions of a shining city on the hill. You can read about the show here:
http://www.radioopensource.org/dubai/
I'd love to talk with you when you get a chance. You can reach me at: david (at) radioopensource (dot org).
Best regards,
David Miller
------
Senior Producer, Open Source
www.radioopensource.org
617.497.8096
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