> Peter J. Schoenster wrote:
>>My impression is that the web is another form of communication:
>>
>>print
>>radio
>>televison
>>web
Yes, it is another form of communications, yet it is very different from
print and broadcast media in that for the most part the space or time is
not purchased. A ad agency media director, at least in the sense that I'm
familiar with, is responsible for developing marketing/media strategies,
media budget planning and buying (or overseeing the purchase of) media
space/time. So, in order to be well rounded, a media director would have to
be familiar with buying advertising for the Web -- banner ads and the like.
This is an entirely different scenario from buying print and broadcast
media. So the trick in finding a new media director would be to find
someone conversant in both traditional media and the Web. IF such an animal
exists. An alternative solution might be to supplement your conventional
media director's services with those of a specialist in Web media buying.
I think Kathy wrote this:
>not sure - depends on the size of the organization. many times you have a
>'communications mgr/vp' person-- and then someone who does employee
>communiations, someone who does special events, someone who does public
>affairs.
>
>having a "web" person moves the structure along functional lines -- TV,
>print, billboard, web.
>
>having said that - i think that many many communications folks are not in
>tune with either web culture or "how to communicate" effectively on the web.
I believe Kathy may have a different type of specialist in mind here: a
communications or PR specialist. This is an entirely different field from
an ad agency media director's area of expertise.
>>The reason I ask is that our company (advertising/communications) is
>>in need of a new media director. Our last media director rarely, in
>>fact never, ever spoke with me or my boss in regards to advertising
>>on the web nor did she show much more than a user's knowledge of the
>>web as an advertising medium.
>>Are media director's expected to embrace the web as an additonal new
>>medium, or should a new job be created?
If I were in your position, I might look for either a super well-rounded
media director whose skills run the gamut from print, broadcast to the Web
OR I would add to what you've got already. A media director who's
knowledgeable in both areas may be a very rare bird indeed and you may have
*great* difficulty finding what you want. If your current media director is
competent at conventional media, you might consider supplementing her
services with those of a true Web media consultant.
Suz
Suzanne Stephens, Dave Stephens Design; Ashland, Oregon
541-552-1190, 541-552-1192 http://www.KickassDesign.com/
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