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A few days ago, a member of the team published a reflection on the changes in traditional media advertising investment and how to view these changes in the survival stage. The analysis sparked debate because from the advertising side, brands expressed concern about finding the right advertising space. This paradox made me realize that we are facing a more complicated fact than we thought.
We live in an age where digitalization has profoundly and sometimes unexpectedly changed people. advertise picture mediaContrary to what it may seem, viewers have more options than ever for accessing professional content.
To give just one example, I can now search for a blog written by a CEO who spoke directly to me about business challenges, which was previously unavailable.
This professionalization is a byproduct of the democratization of opinion, which allows anyone with the appropriate knowledge to share their opinion with an audience that values it.
However, this democratization and professionalization comes at a price. Mass media, once dominant due to their ability to attract large audiences, are losing relevance in an environment where mass media are becoming smaller and fragmented to carve out a path for multiple niche markets.
This is where many media outlets have difficulty adapting and continue to operate under the old paradigm of mass media without fully integrating the opportunities offered by segmentation and specialization. This change itself is not a problem, but a result of the atomization of information consumption.
this advertiseFor its part, Bloomberg faces similar challenges. It has traditionally focused on paid media — advertising, as we all know it — but has neglected other types of media. Brands can and should explore how to communicate their messages through owned media (e.g. digital platforms), shared media (e.g. cross-brand collaborations), and earned media generated through word of mouth and consumer engagement.
The key is not just to adapt, but to integrate. Today, advertising can no longer focus only on paid media, and media must stop seeing themselves as simple distribution channels. This is a profound shift that goes beyond adding a website or a profile on a social network.
True survival lies in the convergence of media, in creating content that knows no boundaries between print, digital, audio or visual.
Big brands are already moving toward this kind of comprehensiveness. What matters is not just how many eyes see an ad, but how many platforms can carry the message and how deeply it resonates with the audience.
At Havas, this comprehensive vision is more than just a theory; it’s the reason for our Village model, where all services are connected under one roof. Content management, creativity, data and media strategy come together to deliver a complete solution tailored to today’s needs.
This approach is exactly what we need in today’s media environment. advertise In Peru. Charles Darwin already said, “Adaptation is the key to survival.” Let us think not only about survival, but also about staying ahead in the digital age and remaining relevant in a rapidly changing world.
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