How can marketers best target skiiers?
"Insight from the latest GB TGI survey reveals just who today’s skiers are. Two thirds are men and two thirds are aged 15-34. In 2007 both stats stood at 58%. Skiers and snowboarders are more likely to be younger, and more likely to be men than before.
"This would indicate that it’s squeezed families who now forgo the winter holiday. In 2007 parents of children aged 5-15 represented 17% of winter sports enthusiasts. Now the figure is closer to 9%."
What bad habits will you be ditching this year?
"When the economic downturn has, in effect, become 'wallpaper' to marketers, it's time for corporations to stop using it as a catch-all excuse for lack of investment. Let 2013 be the year that marketers champion the value of their work across the business, and in the boardroom."
How can we make planning relevant again? (£)
"Stop believing the hype that the advertising industry needs to fundamentally change or it will become obsolete (usually written by digital folk with no deep background in marketing to speak of).
"Well run advertising businesses are in good health and we would do well to share more of our affection and respect for an industry that can deliver extraordinary competitive business advantage through ideas. If we show we have faith in it because of its measurable potency then others will inevitably follow. "
It’s become something of a social media cliché – there’s a "future of news" conference somewhere, there’s a lot of Twittering about it, probably with a slightly ungainly hashtag, and then, before long, someone will say something like: "It’s very well all this complaining – why don’t you spend the time you spend complaining actually doing something about it?"
The inevitability of this comment appearing will probably be "a law" some time soon. Or maybe a softer variant of Godwin’s law – the notion that the longer any online conversation goes on, the more likely it is that the Nazis or Hitler will be invoked.
Pleasingly, though, in the last few weeks, someone has done something about it. Specifically, a couple of reporters have launched a new journalism venture called Matter (www.readmatter.com).
They describe Matter like this: "Matter is the new home for in-depth, independent journalism about the ideas that are shaping our future. Our stories range across the fields of technology, medicine, the environment and science, as well as the social and cultural worlds that surround these subjects. That means we’ll cover everything from corporate misdeeds and untold environmental scandals to radical new scientific ideas and the people behind them."
Brand Republic is the UK's leading online destination for people working in the advertising, marketing, media and communications industries.
Following its launch in 2001, Brand Republic won the PPAi Interactive Publishing award for Best Launch (Business). The site won also the PPA's Best Business Web Site Award (free access) following its relaunch in 2007.
Published by Haymarket Brand Media, Brand Republic connects the country's leading marketing, advertising, media and communications magazines and websites including Campaign, Marketing, MediaWeek.co.uk and PRWeek. Brand Republic also produces exclusive content from its own award-winning editorial team, as well as providing a wealth of information from numerous exclusive content, research and information partners.
Through news, analysis, comment, and job opportunities, Brand Republic strives to meet the information needs of its readers to help them succeed in their profession, no matter which discipline they work in.
Each of Haymarket Brand Media’s key advertising, marketing and media titles has a home within Brand Republic and the site adds a unique dimension to the market-leading products they produce, connecting the various communities in a single destination.
Researching your needs
Having asked you what you wanted from Brand Republic, we've been working since the start of the year on a relatively simple brief: more news, more research, more comment, more marketing jobs, and all of it quicker and easier to find.
In the new design and structure of we've tried to highlight the content you said was most valuable to you and your ability to do your job better.
We've tried to make that content easier to find and added new discipline and sector pages to reflect the numerous areas the advertising, marketing and media professionals that make up the Brand Republic community specialise in.
We've also tried to connect the Brand Republic network in a meaningful way - the eagle eyed among you will see we've tweaked our strapline along these lines - and to make the content we produce easier to share.
An evolving destination
But what you see now is just a snapshot of our plans for this year. The majority of the work has been carried out on the back-end system that drives Brand Republic to create a platform that has the flexibility to adapt to the fast-moving industry we aim to be at the heart of.
We are investing in staff and bringing new skills into our editorial teams to enhance the coverage we already produce, and to add new sections to the site, such as research, data and a case studies library, to help us deliver the kind of world-class business insight resource you asked for.
We are constantly refining the working practives of the content teams to better meet the needs of the markets we serve. If you would like to offer feedback get in touch.