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The Opposing Point of View from A Large Regional Media Shop
While not nearly the size of OMD, Harmelin Media, is nothing to sneeze at. Located just outside of Philadelphia, their staff of over 100 people plans and places media buys for more than $300 million in billings.
The largest shop in Pennsylvania, and one of the top ten independent media firms in the country, clearly Harmelin must be rocking and rolling with the iPad.
Surely they’re recommending it for their clients ranging from health insurer Aetna to the toursim client, the State of Pennsylvania.
Well, actually, not so much.
“The scale doesn’t make sense for locals,” says Brad Bernard, Vice President of Online Media & Analytics at Harmelin.
“The backbone of the ad business is the millions of local companies," said Bernard. “Until it becomes accessible to local businesses and local marketing opportunities, I think people are advertising for the bragging rights.”
Whatever their inspiration, Bernard’s point may be well-taken, even as we continue touting the iPad’s success. According to Wired’s online post of June 23rd, the iPad hit reached 3 million sold in just 80 days. Those are some enviable numbers, especially when you consider the iPad reached its millionth customer in half the time of the iPhone.
Slice that 3 million by their locations, however, and again by their media consumption, and a particular regional edition of Newsweek might be delivering just a few thousand viewers.
“You need scale locally," says Bernard. “You need to be able to purchase a Philadelphia market and that has meaningful numbers.”
That said, Bernard is not an iPad detractor. Could it be the salvation for publishers have been looking for? “Yes, as long as they have the vision. Once the publishers get on board and master it, there will be much richer ad opportunities. And that will be the game-changing moment.”
And on that point, both the international media powerhouse and the regional planning firm agree.
The Opposing Point of View from A Large Regional Media Shop
While not nearly the size of OMD, Harmelin Media, is nothing to sneeze at. Located just outside of Philadelphia, their staff of over 100 people plans and places media buys for more than $300 million in billings.
The largest shop in Pennsylvania, and one of the top ten independent media firms in the country, clearly Harmelin must be rocking and rolling with the iPad.
Surely they’re recommending it for their clients ranging from health insurer Aetna to the toursim client, the State of Pennsylvania.
Well, actually, not so much.
“The scale doesn’t make sense for locals,” says Brad Bernard, Vice President of Online Media & Analytics at Harmelin.
“The backbone of the ad business is the millions of local companies," said Bernard. “Until it becomes accessible to local businesses and local marketing opportunities, I think people are advertising for the bragging rights.”
Whatever their inspiration, Bernard’s point may be well-taken, even as we continue touting the iPad’s success. According to Wired’s online post of June 23rd, the iPad hit reached 3 million sold in just 80 days. Those are some enviable numbers, especially when you consider the iPad reached its millionth customer in half the time of the iPhone.
Slice that 3 million by their locations, however, and again by their media consumption, and a particular regional edition of Newsweek might be delivering just a few thousand viewers.
“You need scale locally," says Bernard. “You need to be able to purchase a Philadelphia market and that has meaningful numbers.”
That said, Bernard is not an iPad detractor. Could it be the salvation for publishers have been looking for? “Yes, as long as they have the vision. Once the publishers get on board and master it, there will be much richer ad opportunities. And that will be the game-changing moment.”
And on that point, both the international media powerhouse and the regional planning firm agree.
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