Ad Giant Thinks You’ll Pay for Media Again With the Content Project

TCP was created as a joint venture between two WPP subsidiaries: 24/7 RealMedia, a digital marketing and analytics company, and design firm Schematic. Restrepo says WPP’s technology, user-experience expertise, and “right relationships” will help TCP succeed.

So what exactly are these “right relationships?” Restrepo could only say that there would be a number of “major initial charter members” that would help introduce TCP when the service launches in early 2011.

With any paywall scheme, there are a number of important questions. How much access will users have to these sites? Which sites are involved in TCP’s network? Will consumers have to pay for sites even if they are not interested in subscribing to them? How will these network partners agree to share revenue? Is shared revenue a sustainable model?

Restrepo admits that “our solution isn’t going to be right for everyone.” As he puts it, TCP needs to “experiment before it can draw any hard conclusions.”


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BY Austin Carr

The Content Project

How much content are you willing to pay for online? That’s what providers from publishers to media outlets want to know as they gear up to launch subscription services. Hulu and the New York Times are just two of the many experimenting with paywalls. But the idea has yet to become viable among consumers who are used to free, ad-supported content. Leer más “Ad Giant Thinks You’ll Pay for Media Again With the Content Project”

Martin Sorrell: “Los contenidos de pago son esenciales”

El consejero delegado de WPP, Martin Sorrell, cree que los contenidos de pago son “esenciales” para el mantenimiento de los periódicos y los publicistas en la era digital.

Sorrell declaró a Media Week: “Pensamos que los contenidos de pago son esenciales porque creemos que ofrecer contenido gratuito, especialmente si los consumidores lo valoran, no tiene sentido”. Con mayor rotundidad afirma que los consumidores “tienen que pagar por el contenido que valoran”.


El consejero delegado de  WPP, Martin Sorrell, cree que los contenidos de pago son “esenciales” para el mantenimiento de los periódicos y los publicistas en la era digital.

Sorrell declaró a Media Week: “Pensamos que los contenidos de pago son esenciales porque creemos que ofrecer contenido gratuito, especialmente si los consumidores lo valoran, no tiene sentido”. Con mayor rotundidad afirma que los consumidores “tienen que pagar por el contenido que valoran”. Leer más “Martin Sorrell: “Los contenidos de pago son esenciales””

MediaCom and Starcom split US$152m GSK media brief

By Staff Reporters
GLOBAL – GlaxoSmithKline has retained MediaCom to handle its US$95 million UK media planning and buying account, but the WPP agency has lost some European business to Starcom MediaVest Group.
MediaCom and Starcom split US$152m GSK media brief

GSK, which owns brands including Lucozade and Aquafresh, has appointed Starcom to duties previously held by MediaCom in Germany, Austria, Switzerland, Spain and Portugal.

The review did not include Central and Eastern Europe and Russia, held by Starcom, and the US, held by MediaCom.

News of the review broke in October last year, but at the time was denied by the client, who officially announced the international review just months later in April 2010, when it said it was to review the account in “selected key markets” around the world, including China.


GLOBAL – GlaxoSmithKline has retained MediaCom to handle its US$95 million UK media planning and buying account, but the WPP agency has lost some European business to Starcom MediaVest Group.

MediaCom and Starcom split US$152m GSK media brief

GSK, which owns brands including Lucozade and Aquafresh, has appointed Starcom to duties previously held by MediaCom in Germany, Austria, Switzerland, Spain and Portugal.

The review did not include Central and Eastern Europe and Russia, held by Starcom, and the US, held by MediaCom.

News of the review broke in October last year, but at the time was denied by the client, who officially announced the international review just months later in April 2010, when it said it was to review the account in “selected key markets” around the world, including China. Leer más “MediaCom and Starcom split US$152m GSK media brief”