MAM
Mass media in US still an effective ad tool: MediaVest
NEW YORK: A new study from MediaVest USA and Knowledge Networks has found that people pay more attention to traditional media ads and less so to online ones. Online ads performed better only next to ads appearing in public restrooms.
The research contradicts the prevailing air of skepticism among media planners in the US about the effectiveness of mass-media advertising. North American research director for MediaVest Mary Ellen Vincent was quoted in reports saying, “One often hears of media fragmentation and about how hard it is to reach consumers. While that’s true, people tend to make sweeping statements about the extent to which that’s the case.”
Even though more than one in three people surveyed took little notice of at least one of the top five mass media: television, radio, newspapers, billboards and magazines consumers still pay greater attention to those outlets than most other venues for marketing. 27 per cent of respondents said that they were very attentive to mass media brand messages. 18 per cent had a similar response towards non-mainstream media and 10 per cent voted for the online medium.
Respondents paid least attention to banner ads on the Internet and ads in public restrooms. The online poll of 1,119 consumers was conducted in August and September by Knowledge Networks in California. 37 per cent were cynical. They pay little attention to at least one of the five mass media. On a positive note only six per cent were cynical about advertising across all mainstream media.
The study also found that interest in embracing new media, like personal video recorders and satellite radio, did not strongly correlate to income or Internet usage. It correlated to the amount of television watched and the amount of radio that the respondents listened to.
Brands
Burda Media sells BurdaLuxury to Jaipur Capital in Southeast Asia push
Deal hands regional media portfolio to Singapore investor eyeing luxury growth
MUMBAI: Burda Media has agreed to sell its Southeast Asia-focused business, BurdaLuxury, to Jaipur Capital, marking a strategic shift for both companies as they double down on their respective growth priorities.
The deal will see Jaipur Capital acquire BurdaLuxury’s media operations across Thailand, India, Singapore, Malaysia and Hong Kong. The portfolio spans content marketing and media brands in travel, luxury and aviation, giving the investor a ready-made regional footprint and a sizeable audience base.
Jaipur Capital plans to build on this foundation to create a premium media network in Southeast Asia, blending high-end editorial with scalable digital platforms. As part of the transaction, all BurdaLuxury employees, including its management team, will move to the new owner, ensuring continuity as the business enters its next phase.
For Burda Media, the sale is part of a broader strategy to sharpen its focus on core European markets while scaling investments in digital-first opportunities. The company will, however, maintain its interest in the region through Burda Principal Investments, its global growth capital arm.
“This transaction reflects our commitment to sharpening our international focus while ensuring that BurdaLuxury continues to thrive in Southeast Asia,” said Burda Media CEO Jan Wachtel, adding that Jaipur Capital recognises the strength of the brands and teams involved.
Jaipur Capital, meanwhile, is betting big on the region’s appetite for premium content. “This acquisition significantly strengthens our premium content ecosystem,” said Jaipur Capital director Vikas Johari. He highlighted the business’s strong digital tilt, with 46 per cent of revenues coming from online channels, alongside a diversified presence across five markets.
The numbers tell a compelling story. BurdaLuxury clocks 48 million annual page views and reaches more than 40 million followers on social media, with no single market contributing over a quarter of total revenues. Jaipur Capital now aims to expand these brands further into Indonesia, Vietnam and the Philippines, while also exploring opportunities in the Middle East, including the UAE and Saudi Arabia.
With this deal, Burda Media trims its global footprint to focus on depth over breadth, while Jaipur Capital steps onto a bigger stage in the premium content space. If execution matches ambition, this could be a defining chapter for luxury media in the region.
