Featured Quote:
"Developing cross media research tools and insights is the number one research issue among advertisers today, and we support unequivocally the intelligent work of Dynamic Logic, a premier marketing effectiveness research company, who has done more cross media studies than any other company."
-Bob Barocci, president of the ARF

Press Coverage:
Where to Spend the Budget? - iMedia Connection, 07-OCT-04

Greco: Consumer Trust Key for DM's Future - DM News, 06-OCT-04

Network TV On The Ropes At Cross Media Heavyweight Bout - MediaPost, 05-OCT-04

Trade Associations Defend Their Territory - Adweek IQ Daily News Briefing, 05-OCT-04

To request more information or offer feedback from the event, please email marketing@
dynamiclogic.com.

Learn more about Dynamic Logic's
CrossMedia Research.

The 2004 CrossMedia Forum: Night of the Media Heavyweights - Round 2 was held on Monday evening October 4th in New York City. This unique event, hosted by Dynamic Logic, is becoming an annual ritual where every major advertising medium is on stage together debating their relative strengths and weaknesses as well as collaborative cross media capabilities in front of a savvy audience of 450+ marketing, advertising and agency professionals.

Executives from every major trade association were there representing broadcast TV*, cable, direct marketing, Internet, magazines, newspapers, outdoor and radio, throwing a few punches to defend their value in the overall media mix. Carat Americas CEO David Verklin led the discussion, referencing industry trends, challenging the panelists and directing questions to the audience for live wireless voting, provided by MSInteractive.

* Mike Shaw of ABC TV Networks represented broadcast television since no formal trade association exists.

Highlights from the debate 

Advertisers want cross media packages with accountability metrics included, but advertising is not sold that way. Three out of four (75%) attendees agreed with that statement, as recorded through the use of live electronic voting. View Chart

Broadcast TV is the medium facing the most challenges, according to the audience. Mike Shaw, President of Sales & Marketing from ABC Network TV defended the medium, saying this was a result of TV being very effective and very expensive. View Chart

The #1 cross media wish of the audience was "affordable accurate cross media metrics." View Chart

Featured Media Executives 

Panel of Advertising Experts