The Media Business for Pioneers: How to Attract Advertisers and Media Planners
Berlin; Amsterdam: Plural Media Services;Media in Cooperation and Transition (MiCT);DOEN Foundation (2014), 109 pp.
Other editions: also published in Arabic, Dari, Pashto and Swahili
"Why is advertising crucial for sustainability of independent media, and does it influence content? What makes advertisers choose certain media? Who within a company decides on advertising? How influential are media agencies? And how can media organisations conduct or commission audience research? This publication gives straightforward answers to such fundamental questions. Advertising experts and journalists share their knowledge, based on their experiences in the Middle East and in Germany, in easy-to-understand, non-technical language, and even describe concrete steps towards clinching an advertising deal or organising an audience survey. This publication is an excellent starting point for anyone interested in familiarising themselves with the basics of advertising media planning and its relevance for sustainable media markets." (CAMECO Update 1-2015)
Foreword / Idriss Nor, 6
Media Lanscapes In Transition: Addressing The Unanswered Questions / Klaas Glenewinkel, 9
Inside Media Business / Thomas Koch,
The Genesis of Advertising: What Is It All About And Why Do It? 14
"You Need a Unique Selling Point" / Tarek M'Rad, Express FM (Tunisia), 30
The Decision Makers: Who's In Charge of Advertising? 34
One Job, Two Professionals: The roles of creative and media agencies / Sebastian Turner, 42
Deciding Factors: What Makes Advertisers Choose Certain Media? 44
"Advertisers are looking for branded content:" Interview with Ahmed Dafrawy, Choveiri Group (Egypt), 58
The Advertising Business: How To Seal A Deal. A Step by Step Guide, 60
"In Libya Television Is A Political Business:" Interview with Nabil Shebani, Al Assema TV, 68
Income Sources For Media: Basic And Additional, 70
An Introduction to Foundations and Funding / Werner D'Inka, 76
"Egypt Doesn't Just Need Independent Opinions, It Needs Independent Information:" Interview with Fatemah Farage, Welad Elbalad Media Services, 78
Why And How Newspapers Must Change / Cordt Schnibben, 82
Do-It-Yourself Audience Research / Anke Fiedler, 86
The ABC of Media Planning, 104
Media Lanscapes In Transition: Addressing The Unanswered Questions / Klaas Glenewinkel, 9
Inside Media Business / Thomas Koch,
The Genesis of Advertising: What Is It All About And Why Do It? 14
"You Need a Unique Selling Point" / Tarek M'Rad, Express FM (Tunisia), 30
The Decision Makers: Who's In Charge of Advertising? 34
One Job, Two Professionals: The roles of creative and media agencies / Sebastian Turner, 42
Deciding Factors: What Makes Advertisers Choose Certain Media? 44
"Advertisers are looking for branded content:" Interview with Ahmed Dafrawy, Choveiri Group (Egypt), 58
The Advertising Business: How To Seal A Deal. A Step by Step Guide, 60
"In Libya Television Is A Political Business:" Interview with Nabil Shebani, Al Assema TV, 68
Income Sources For Media: Basic And Additional, 70
An Introduction to Foundations and Funding / Werner D'Inka, 76
"Egypt Doesn't Just Need Independent Opinions, It Needs Independent Information:" Interview with Fatemah Farage, Welad Elbalad Media Services, 78
Why And How Newspapers Must Change / Cordt Schnibben, 82
Do-It-Yourself Audience Research / Anke Fiedler, 86
The ABC of Media Planning, 104
