MAM
Advertising on US TV sites grows by 60 per cent
MUMBAI: The ad revenues that web sites of television, radio and print companies in the US garnered grew significantly last year.
Newspapers, TV and radio station web sites they held onto half of all locally spent online advertising. Newspapers remained the leader, generating nearly $1.2 billion from their sites.
TV sites saw nearly 60 per cent revenue growth at $119 million and radio stations suddenly awakened to the opportunity in 2004, nearly doubling their Internet ad revenues at $34 million. This data is contained in a report put out by Research And Markets.
The survey included 2,177 sites operated by newspapers, TV stations, radio stations and local
pure-play companies. Another study by Research and Markets states that American recruiters are all vying for a piece of the Newspaper industry’s $4.6 billion recruitment pie through online advertising.
The study notes that recruitment advertising began its cyclical recovery with 2004’s improved
employment picture. Both newspapers and online media saw gains. But Internet job boards improved three times faster. Sales positions — particularly in retail and healthcare — are a key battleground as newspapers attempt to shore up their position against Monster’s initiative to reach smaller local
businesses.
The American economy has begun to turn, and with it comes new sunlight for recruitment advertising. The unemployment rate in the US has dropped for the first time in three years, and newspaper help-wanted advertising showed a corresponding
increase. If history offers any pattern, what will follow are seven years of increases in recruitment spending. The big question, of course, is where that
spending will occur.
While all boats are rising once again on the flowing
tide, some boats are indeed rising faster. Online job boards grew nearly three times as fast as newspaper classifieds in 2004. The battleground remains with non-managerial positions in the Small and
Medium Enterprises (SMEs). Two million of the estimated 13 million SMEs advertise in newspapers, and they have remained loyal to the helpwanted section. In 18 months, Monster has been able to convert almost 10 per cent of the SME category to online. The battle wages on. Pricing has begun to drop, making the job boards more alluring to price-conscious newspaper advertisers
in smaller markets.
Migration has already occurred in the sales-recruitment category, where recruiters devoting more dollars to the job boards. Other non-
managerial categories remain squarely in the newspaper domain. The road ahead is tough for the job boards and newspapers alike. Recruiters are spending $1.5 billion on their own sites in 2004, more than they’re spending with the job boards. Corporate sites have become more sophisticated in the past two years as they add features that mimic those of the major job boards. Job seekers can now go directly to an employer’s Web site and search available jobs, apply, or file a resume for future job
openings.
Newspapers still dominate this category in overall revenue. Online job boards generated about $1.3 billion in 2004, about one-fourth of the $4.6
billion that traditional newspaper advertising generated. Even if online recruitment revenues continued to grow and newspaper revenues remained flat, it would take a 30 per cent annual increase in online recruitment spending
(nearly twice the current rate of growth) over the next six years for it to reach the same level as newspapers.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
