WAN-IFRA_Relationships_Ad_Agencies
The relationship between newspaper companies and advertising agencies is changing. Advertising budgets are shifting away from newspapers and into digital media in many parts of the world, as agencies change their organisational structures, strategies and objectives.
Newspaper companies and advertising agencies have had a yin-yang relationship for as long as agencies have been around, for more than 100 years. In Chinese philosophy, the yin-yang concept is characterised by two opposing forces that are intertwined and interdependent.
“What business is an advertising agency in? In the advertising creation and placement business. What business is the media in? The advertising delivery business,” according to “Media Selling: Broadcast, Cable, Print and Interactive,” by Charles Warner and Joseph Buchman.
The interdependency of these roles in the sale and distribution of advertising sometimes creates friction, differences of opinion and even inspires newspapers and agencies to jockey for a dominant position.