Inbox - 17 June 2008

Evening Standard, Miles Calcraft Briginshaw Duffy, ZenithOptimedia, Carat UK, Carlton Screen Advertising, I-Level, TalkSport, The Newspaper Society, Thinkbox, Heart Digital

MEDIA WEEK REDESIGN - YOUR FEEDBACK

- At a time when many publications are trying new looks and getting, at best, lukewarm applause from the critics for their efforts, I think you have done a really good job with the new Media Week.

Great use of white space and headlines. It looks much cleaner, classy and modern. Well done.

Andrew Mullins, Managing director, Evening Standard

- I like the cleaner look of the magazine and the even more topical nature of the features.

The whiter cover and contents work for me as a reader - it is just better.

Jonathan Durden, Partner, Miles Calcraft Briginshaw Duffy

- I really like the new Media Week redesign. The format and sections are much improved and more accessible.

Given the huge importance of the UK on the global media scene, I think it is important that the leading trade title has a modernity and relevance to reflect and comment on our business. So, after week one, so far so good.

Steve King, Worldwide chief executive, ZenithOptimedia

- Just a quick note to say I like the new-look Media Week. It is cleaner, clearer and better. Like it!

Dominic Williams, Press director, Carat UK

- The mag looks great with the refresh. Design-wise, it's easy on the eye and you haven't meddled with all the good stuff.

Alexandra Conomos, Senior marketing executive, Carlton Screen Advertising

- Really impressed with the redesign, particularly with the new front page, which sells the content so much better.

Andrew Walmsley, Founder and deputy chairman, I-Level

- You've managed to do a great redesign by making it feel hugely familiar but very different at the same time. I know how hard that can be.

James Mallinson, Publisher, TalkSport

Editor's note: Thank you for all your encouraging messages. We're glad you like the new-look Media Week.

DON'T UNDERESTIMATE LOCAL NEWSPAPERS

I read with interest the article by Emma Barnett, GCap Media ready to launch new job recruitment website (10 June, page 6).

However, Mark Lee of GCap has underestimated the combined strength of local newspapers and their websites in the recruitment marketplace when he asserts that "local radio stations and online are now a better solution for advertisers than regional press".

I can only hope that GCap's business plan is based on more than such misguided assertions.

Local media delivers unrivalled reach into local UK markets.

Our local newspapers reach 82% of the adult population, while our websites attract around 20 million unique users per month, thus extending still further the delivery of local news and information - including jobs.

Robert Ray, Marketing director, The Newspaper Society

INTERACTIVE TV NOT JUST A RESPONSE MECHANISM

The industry needs to shift its view of the role of interactive TV (Can green button propel interactive ads?, 3 June, page 18). The emphasis placed on its efficiency as a response mechanism obscures its underlying brand-building power.

Peering at iTV through the blinkered lens of direct response is wrong. It does response extremely well - look at Domino's - but what it really gives advertisers is the opportunity to deliver long-form brand engagement through the telly.

Not only does it present a wonderful opportunity to be much more creative in the delivery of brand narratives, but, with precise measurement tools such as Skyview, it also allows for great accountability.

David Brennan, Research and strategy director, Thinkbox

CLARIFICATION

Contrary to last week's article on the IPC Magazine Planning Awards (10 June, page 10), Caroline McDevitt is managing director of IPC Advertising, not advertising director as stated.

YOU LIKE ... ORANGE'S BALLOON ADS

Alex Ballantyne, managing director at Hearst Digital, loves the Orange campaign from JCDecaux and IPM, which has decked out poster sites with helium balloons shaped like dolphins, camels, canaries and racoons. "I like the interactivity: people can take the balloons away, becoming part of the advertising themselves as they walk around the city."

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