Top ad exec on the changing forms of media
Maurice Lévy , CEO of one of the world’s top advertising agencies, Publicis, recently sat down with the Financial Times to chat about the state of the media. Since being appointed CEO in 1988, Lévy, has been known for his aggressive international expansion plans for his company, including acquisitions such as Saatchi & Saatchi in 2000.
On advertising:
"The advertisers are going where the people are. And what we see today is that people are going to the internet, to mobile communication to interactivity. They are moving to something where they can participate, they can engage, they can exchange, they can communicate. We see … all the digital world growing very fast and … we believe that in the next five to 10 years this will represent more than 20% of all ad spending."
"What is losing market share at a speed what is worrying for the democracy is newspaper. Newspapers are less attractive to the advertisers and also to the audience… with the exception of China and India."
On citizen journalism:
"What we are witnessing, the people in the streets are becoming publishers, they are becoming editors and they are becoming journalists."
On the printed word vs. the Internet:
"On paper there is something that requires people to pay attention, they write, they check, they double check and there is a whole system which makes sure it is balanced and the information that is given is true and almost objective. We can’t expect total objectivity, but it would at least reflect that facts even if it is coloured by the views of journalists. When you look at the internet with the immediacy of information, or the delay that you have when you are writing, is something which disappears and obviously you have information which is not controlled, information which goes very fast."
"For me, it’s like the taste of my coffee in the morning or the croissant, I like to feel the paper, I like to turn the pages, I like to read at my speed and if I want to spend more time on something, I spend more time if I want to stop I stop, I read it and re-read it if I need, so it’s a different approach and also the fact that the economy of newspapers is something which allows a lot of newspapers with different opinions and different approaches, this is helping the circulation of different ideas and people."
Source: Financial Times
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