Business POV

Mark Loughney, Vice President of Sales and Strategy Research for ABC-TV, offered his opinions on how the rapidly shifting media landscape will impact the long-dominant networks.

Mr. Loughney was speaking as part of the 55th Annual Management Conference held May 18 at the University of Chicago Graduate School of Business.

His Panel discussion focused on "New Media and New Models of Advertising": New trends in media and marketing are changing the relationship between advertisers and consumers. Using digital technologies, consumers are seeking relevant messages, avoiding irrelevant ones and communicating their opinions and concerns to marketers. Is this truly a paradigm shift from one-way to two-way communication? This panel will explore the magnitude, relevance and impact of these changes by covering topics such as consumer-generated media, word-of-mouth marketing, time and space-shifting in media consumption and the digitization of advertising media. The panel will also provide some insights for firms on how to leverage and integrate these changes.