Arvind Hickman And Darren Talk About The Challenges Of The Trade News Media

Arvind Hickman is the features and analysis editor of marketing trade media title B&T. He is a journalist and editor with experience across sport, HR, constructions and most recently media and marketing. 

The advertising model is broken when it comes to news media. The major tech platforms, particularly Google and Facebook (AKA Alphabet and Meta) stand accused of undermining the news media publishers, with some governments intervening to support news media.

But, it is not just news media that has been impacted. Even the marketing and advertising trade media has suffered from the shift in advertising revenue to the major platforms. Some publishers have transformed their business models away from advertising to events, subscriptions, awards, events, membership fees and other paid models with mixed success.

Arvind provides an industry insider perspective on the challenges and opportunities for the trade news media industry.

 

Listener's note: Since the publication of this podcast, Michael Lynch, Publisher of Campaign Brief, has reached out to inform us that the outlet has now ended its "pay to play" policies, which saw the publisher require agencies/media owners seeking to have their media release published on the site to sign up for advertising packages of between $750-$2000 (or $550 if you wanted a one-off news story that would lead that day's CB Daily Bulletin). The change (which, to our knowledge, was not publicly announced at the time) coincided with Campaign Brief switching off its anonymous comment thread, following massive pressure from the creative agencies who made the difficult decision to boycott the publication. TrinityP3's position on play-to-play remains that all trade publishers should disclose their commercial arrangements in line with AANA regulations. 

 

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For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ 

Recorded live on Zoom and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.