Media on Trial -


Website: has relaunched, promising greater functionality, as well as a raft of new features.

The site, which launched last year, is billed as a one-stop-shop media planning tool for advertisers and agency planners.

Users are able to search by target audience (commuters, clubbers, teens, and so on) and other factors (region, media, budget) and then a list of opportunities and case studies pop up. It's simple to use with an intuitive inter-face and tons of information listed.

The relaunch includes new areas, such as the knowledge zone. This includes market insight, where leading Industry bodies have created a brief summary of the strengths of their media, which would be useful for those just starting in the industry (as is the jargon buster section). There is also a UK media trends presentation, which, unfortunately, is now out of date.

But its major flaw is that not all of the key opportunities are listed. For example: when you search for "commuters in London", none of the London papers are listed.

The system is, therefore, reliant on all media owners being involved and inputting their details (at a cost). Perhaps this will come in time.

For the more "ambient" media owners who are not considered on a regular basis, it could be a useful tool to extend their reach.

However, I believe the site is a long way off providing a one-stop shop and at this stage it can't be used to create full media plans. This may come as a relief to many of us in the industry who, in the short term at least, are not yet redundant in the planning process.

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