Media given insight into 1990s

Press, 1 August 1989, Page 7

Media given insight into 1990s

New Zealand advertising and media representatives were given an insight into what the 1990 s might hold for the industry at a conference in Christchurch yesterday organised by the Newspaper Advertising Bureau. One of the guest speakers at the conference was the world-wide media director for Saatchi and Saatchi Communications, Ltd, Mr John Perriss, of London. The Saatchi and Saatchi group is one of the world’s largest communications companies and

last year spent $U513,529 million on behalf of clients in billings. Mr Perriss said his company had a vested interest in trying to look into the future. When looking at changing trends or future growth areas the industry had to take into consideration where people lived, technology, the need or desire for growth and the search for improved profits. "Technology clearly can influence the way the media can and is growing, with satellites providing

global communication.” Mr Perriss said advertising revenue was growing quickly and the market did not appear to be slowing as it approached the 19905. “There are definitely new market areas with South-East Asia a growth area.” The four main trends world wide were the globalisation of media and media companies, the increasing size of media companies, segmentation and new forms of advertising media creating new kinds of opportunity. The media were be-

coming more involved in marketing and were performing like other industries, he said. Mr Perriss said the company had. stayed at the top of the communications field because it had a clear vision of where it was going. “Americans would say it’s the ‘can do’ philosophy. We relish change.” Mr Perriss predicts that in the 1990 s agencies will either be big or small. "You’ll either have to generalise or specialise. There will be no room for the middle operations.”