Bring Out the 'Backroom Boys': The Role of Media Planners and Buyers in the New Knowledge Economy

Ferrier, Liz (2002) Bring Out the 'Backroom Boys': The Role of Media Planners and Buyers in the New Knowledge Economy. Media International Australia, 105 66-76.

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Author Ferrier, Liz
Title Bring Out the 'Backroom Boys': The Role of Media Planners and Buyers in the New Knowledge Economy
Journal name Media International Australia   Check publisher's open access policy
ISSN 1329-878X
Publication date 2002-11
Sub-type Article (original research)
Volume 105
Start page 66
End page 76
Total pages 11
Place of publication St. Lucia, Qld. Australia
Publisher School of English, Media Studies and Art History in association with the Centre for Critical and Cultural Studies, University of Queensland
Language eng
Subject 15 Commerce, Management, Tourism and Services
1599 Other Commerce, Management, Tourism and Services
Formatted abstract
This paper outlines the relatively recent emergence of a specialised field of media services that come under the title of media planning and buying. It details the kinds of work this field involves, and the position it occupies in relation to other branches of the advertising industry, noting its increasing centrality in advertising and growing profile in the press. The history of its emergence and development as a separate field in Australia is closely linked to changes in the structure and regulation of the advertising industry. The paper examines challenges currently facing this area of advertising, including the global downturn in advertising, fragmentation of media audiences, and changes in technologies of audience measurement. It suggests that there has been increased value placed on the media planners' and buyers' specialised expertise, especially as audiences have become more segmented and fragmented, as traditional media loses its reach, and as clients have come to expect more accountability in relation to their advertising investment. The emergence of specialist media planners and buyers is situated alongside other changes occurring in the advertising industry, in the national context of particular institutional practices (commissioning system, accreditation and deregulation of the industry), and in the broader context of global economic restructuring and the emergence of the informational mode of development. The challenges faced by the advertising industry, articulated in the 2001 ratings debate, demonstrate Castells' point that 'the diffusion of new technologies under the new mode of development calls into question the very processes and organizational forms that were at the basis of demand for information technologies'.
Keyword Mass media
Ownership
Australia
Planning
Advertising
Economic aspects
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Fri, 28 Apr 2006, 02:34:07 EST