Luxury: New Media and advertising fragmentation

Between the economic crisis and the centralization of readers towards the Internet, the media industry is facing one of the worst recessions in its history.

About ten years ago, some believed that New Media would take over traditional media advertising revenue; the situation still today is much more nuanced.

But if we want to stay powerful in a period of budget restrictions, marketing directors must be creative in their choice of advertising mix in order to support sales and ensure return on investment.

Women’s Wear Daily (Conde Nast Publications), the American fashion newspaper, well known as «the fashion bible», shows the situation of the luxury industry, written by Irin Carmon:

• E-advertising practices which have proved their worth: display, social media, paid search

• Platforms: Glam.com, Style.com, People, In Style Entertainment

• Advertiser strategies: LVMH, Banana Republic, H&M, Michael Kors

• Expert opinions: Fran Hauser, President digital assets at Time Inc’s Style and Entertainment Group, Paul O’Regan, Executive vice president for communications at Oscar de la Renta, David Sadigh, Managing partner at IC-Agency.

 A must read :"The New Marketing Helix: Ad Spending Splinters", March 20th 2009.