Home > お仕事関連 > 変化する社会 > 気になったニュース > 広告業界の流れが、少しずつ変化しています。

広告業界の流れが、少しずつ変化しています。

 8月という月の月末、しかも28日と同じ日に2つのニュースが流れました。一つは日本経済を牽引する大企業トヨタの、販売計画台数の下方修正。もう一つは広告代理店の電通が、業績不振で役員報酬を返上。これに呼応するかのように30日には「トヨタ、マスメディア広告費3割カット」のニュースが流れました。

 トヨタ自動車は28日、都内で開いた経営説明会で、2009年の世界販売計画(ダイハツ工業と日野自動車を含む)を従来の1040万台から970万台程度へ下方修正したと発表した。主力市場である北米の低迷が主因。世界の自動車メーカーでも初の年間販売1000万台到達は10年以降に先送りとなった。
 渡辺捷昭社長は「米国市場の落ち込みや原材料価格高騰など、経営を取り巻く環境は一層厳しくなっている」との見方を示した。
(2008/08/28-18:22)

 電通は28日、広告受注の減少に伴う業績不振の責任を明確にするため、役員の月例報酬(月給)を5−10%返上すると発表した。返上額は高嶋達佳社長、俣木盾夫会長が報酬の10%、残り12人の役員が5%。期間は「当分の間」(広報)としている。
(2008/08/28-18:20)

 トヨタ自動車が原材料価格高騰や北米市場低迷で収益が圧迫されていることを受け、2009年3月期(今期)に新聞やテレビなどのマスメディア向け広告・宣伝費を、前期比3割弱削減することが29日、明らかになった。同社は今期の連結営業利益を29.5%の大幅減益と予想しており、経費削減を一層推し進める。
 広告・宣伝費については最大手のトヨタのほか、日産自動車など大手各社も絞り込みを始めている。マスメディア業界の収益にも影響しそうだ。
(2008/08/30-02:54)

引用はいずれも:時事通信社


 販売不振の株主へのパフォーマンスという見方もあるのでしょう、マスメディア4媒体の媒体料も昨年と比べ何割か安くなっている事と、大広告主という立場から、媒体料を広告主が決める事まで考えているのかもしれません。穿った見方をすれば、いくらでもニュースの真相を妄想できちゃいますが、額面通りに受け取ると、マスメディアを使った広告と、Webとのメディアミックスを、今まで以上により拡大してくる可能性も見えてきます。

 Webはマスメディアと比べ、成熟したメディアではありませんので、色々な可能性を見いだすために、尖った性格のアンテナサイトが林立する可能性があります。楽しみですねぇー、どんな仕掛けで我々を楽しませてくれるのでしょうか。それを考えるのもおまえの仕事だろ?と言われてしまえば、身も蓋もありませんが。

 これからは企業と社会とのコミュニケーションは、よりマクロ的な視点でメディアリテラシーを考え、利用していかなければなりませんね。




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