Ghada Che­haibar

Man­ag­ing and Cre­ative Di­rec­tor Pur­ple

ArabAd - - COVER STORY -

CHAOTIC TO SAY THE LEAST

It is not easy to de­scribe the cur­rent state of the mar­ket since it is quite chaotic at the mo­ment and needs or­ga­ni­za­tion.

To be pos­i­tive, al­ways see­ing the half-full part of the glass, and fol­low­ing the fig­ures and sta­tis­tics, the ad­ver­tis­ing ex­penses in 2018 com­pared to 2017 showed only a min­i­mal drop.

The bud­gets are fairly sta­ble; cer­tainly they are not in­creas­ing and es­pe­cially not com­pa­ra­ble to in­ter­na­tional mar­kets and bud­gets.

As for me­dia, and con­trary to what is ac­tu­ally be­ing spec­u­lated about the fact that the dig­i­tal ad­ver­tis­ing has swept away all other me­dia and that the spend­ing ex­penses have con­verted to on­line bud­gets, it is not com­pletely true. The truth and the sur­prise is that tra­di­tional me­dia and mainly tele­vi­sion oc­cu­pies the first place, far in front of the In­ter­net in spite of a con­sid­er­able progress.

Le­banon does not fol­low the global trend that places the dig­i­tal on top of TV. The Le­banese watch TV, never miss the news, and fol­low the soap op­eras that have a large au­di­ence and a high rat­ing.

Over­all the mar­ket has not un­der­gone a big change or a big loss; it is chang­ing slowly but not clearly. Oth­er­wise, it is the writ­ten press that is dy­ing. On this sub­ject, we are wit­ness­ing a real mas­sacre: Al-safir has closed! Dar al Sayad an­nounced few days ago the clo­sure of the com­pany af­ter 75 years of suc­cess; and sev­eral mag­a­zines are fight­ing against all odds to sur­vive but in vain.

I think that the Ad­ver­tis­ing As­so­ci­a­tion (AA) and the IAA should pro­pose so­lu­tions to pro­tect the press, or it will be nec­es­sary to cre­ate apps where the reader will have ac­cess to sev­eral news­pa­pers or mag­a­zines, i.e. Le kiosk, to en­cour­age ad­ver­tis­ers to spend more in on­line and off­line press.

I in­sisted on the press as it is one of the is­sues we are fac­ing with our cus­tomers, as they keep ques­tion­ing the ef­fec­tive­ness of this me­dia! It’s a chal­lenge these days.

To con­clude, it will be nec­es­sary to es­tab­lish a tran­si­tional project, a change of vi­sion to en­sure bet­ter days.

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