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The last 6 months of 2008 were dominated by talk of recession, economic woes and the continue transition in media consumption from traditional to new media. If all the talk is true, that this year is going to be a tough one for business and that traditional media might be seriously under siege, then what are marketers doing about it? How are you going to tackle the task of marketing your business during tough times and a changing media landscape?

What is your media mix in 2009? Will it be the same as last year or will you be reassessing your marketing options? I’d really like to know, so please comment below.

Certainly, the media mix that our agency considers for our clients is considerably different than it was 3 or 4 years ago. While an integrated campaign once started at TV and traveled through press, radio and maybe outdoor, in 2009 the mix appears to be very different.

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For the last few years many Gen X pundits (like myself) and rising Gen Y influencers have been predicting the imminent demise of the traditional media. While these two transitional generations are witnessing the steady move to a more digital future there is another generation that is oblivious to the change and will wonder what we were ever debating.

Millennials are history’s first truly digital generation and over the next two decades they will increasingly influence the future of media. Bad news traditional media – you are not even on their radar.

This wasn’t a planned post. I am writing this during my Christmas holidays on a brilliant sunny morning whilst watching my 6 year old son play with my iPhone. He does it intuitively, in a way that would frustrate Boomers, and many Gen X adopters of new technology.

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When I set out to determine the best Australian media and marketing blog post of the year, The Moggy, I didn’t realise what a difficult task it would be.

Firstly there were dozens of great nominations, some by the authors, most from readers, that I had to sift through in order to whittle down to a worthy Top 10. That itself was a challenge as I wished to display the wide variety of blogging styles and content. I am sure that some might disagree with the final ten, but I was satisfied that it was representative of the quality and variety in the Australian blogosphere.

I enlisted the help of three judges who were involved in the media and marketing blogging community and had journalistic background. Mark Chenery (ex-Adnews), Kate Kendall (Marketing Magazine) and Mark Jones (ex-IT editor for AFR) then scored each of the Top 10 finalists looking at the quality of the post and the contribution to media and marketing discussion online.

proudly supporting The Moggy Awards

I thought that would have produced a clear winner, but when I tallied the scores it became apparent that 2 posts were well in front of the rest but still locked together. A tie breaker was needed. Fortunately, I had formulated an additional criteria in case it came down to this. Rather than me deciding which of the final two I preferred (and they are both very good for very different reasons) my criteria would be to look at the reaction both posts created. After all, a well written piece that few people read or respond to isn’t one which is making a significant contribution to the conversation.

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The Australia media and marketing blogosphere has been boosted this month by the beta-launch of mUmBRELLA. Former B&T Magazine editor Tim Burrowes is behind this excellent new source of information.

After being inundated with dozens of entries for the inaugural Moggy Awards for the best media and marketing blog post of 2008, I have managed to whittle down the entries to a Top Ten. This was no easy task due to the high quality of most entries. Some bloggers were nominated several times as well, so I had to make a judgement call on which was the best post to consider.

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As we count down to Christmas and the rating year has been cast. It is interesting to see what we are watching. Or more to the point what is out there for us too watch!

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I have been maintaining for a while now that we are at a turning point in media and marketing history. The

originally uploaded by danmanley

rise on web-based media has accelerated in recent years while traditional media has begun to show serious signs of erosion. One of the most serious economic downturns in modern history seems to be contributing to the traditional media model woes whilst we simultaneously witness the rise and rise of micro-media.

A flood of recent news items now appears to be pointing to the fact that print media will be the first to fall, or at least suffer near-fatal wounds.

In the US a string of print publications have ceased to exist or ceased to print in the last few months. AdAge.com asked:

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Source: Nikki MacLennan, Adnews.com.au

National advertisers are predicting a 2.4% decrease in above-the-line ad spend for 2009 - the biggest decrease ever predicted, according to Starcom MediaVest’s annual Media Futures report.

Only 12 months ago, advertisers predicted their budgets would grow by 7.3%.

Starcom’s report, launched in 1985, paints a bleak but “unsurprising” picture for advertising spend in 2009, said CEO John Sintras.

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NBN has ended the 2008 official survey year with a 31.7% share across Northern NSW and the Gold Coast, Australia’s fourth largest television market.

The PBL Media owned station dominated the region with its 6pm - Midnight audience share of 31.7% , 7.0 points above Prime’s 24.7% and 10.5 points above Ten’s 21.2%.

In the core demographic, viewers aged 25-54, a solid 31.7% share was 1.4 points up for NBN on last year whilst Primes 24.9% was down 2.5 points year on year Southern Cross Ten finished with a 24.1% in this demographic.

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Source: David Dale, Sun Herald blogs

If you suspected Australians were abandoning mainstream TV in the silly season, you were right. This report comes from the Pay TV people: “In week 49, STV was the number one source of TV across Australia, when subscription channels accounted for 25.6% of metropolitan viewing between 6am and midnight (up from 23.1% last week), 21.8% of regional viewing (up from 19.9%) and 61.3% of all viewing in subscription TV homes (up from 57.5%).

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