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Future of Media:Myth of Digital Transformation

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Future of Media:Myth of Digital Transformation THE MIDDLE EAST, BETTER EXPLAINED Future of Media:Myth of Digital Transformation Every time a user clicks on an ad through Google or Facebook, the tech THE MIDDLE EAST, BETTER EXPLAINED company makes money on it. Shutterstock WHItePAPER Future of Media: Myth of Digital Transformation A series examining technology’s impact on the truth and the business of news TABLE OF CONTENTS GLOSSARY 1. Introduction Advertising (Ad) revenue Media investment The monetary income of an individual A media investment or a media buy is 2. From newspapers to mobile devices: or organization from the sale of the purchase of advertising from a media The shift in news consumption habits advertisements. company such as a television station, newspaper, magazine, blog, website or a 3. The disruption of print media Media share or share of ad revenue social media platform. The percentage out of the total media spend 4. The real cost of digital transformation that a particular channel receives. Marketing or purchase funnel A term used to refer to the different stages 5. Balancing act: The relationship Print media in the consumer journey, usually starting between big tech and publishers The industry that is engaged in from awareness and interest, moving on the printing and dissemination to consideration and intent, and ending in 6. Impact on truth: Why it is time to take of news through newspapers evaluation and purchase. There are different action and magazines. versions of the funnel that may have fewer or additional stages. 7. Conclusion Traditional media Any form of media before the advent Eyeballs THE MIDDLE EAST, BETTER EXPLAINED of digital media that did not rely on or Views, or the number of times an THE MIDDLE EAST, BETTER EXPLAINED primarily use the internet, such as TV, radio, advertisement or piece of content is print and outdoor. viewed. BIOS BIOS FAISAL J. AbbaS ALEXANDRE HAWARI Editor-in-Chief CEO Arab News. Akama Holding Faisal J. Abbas is editor-in-chief of Arab News, the He has been the recipient of many media awards, Alexandre Hawari is CEO of Akama Holding, invested in innovative companies including premium leading Middle East English-language daily based in including the Next Century Foundation’s Cutting formerly incorporated in 2008 as Mediaquest global programmatic marketplace MMP WorldWide, Riyadh. Edge Award (2009) for efforts in bridging the Investment Holding. It is one of the region’s largest, and data mining platform MEmob+. He relaunched Arab News (established 1975) with communication gap between the West and the Arab most successful and most influential privately held He now applies his sharp financial and a more global and digital direction, and expanded world, and the British Council’s UK alumni Social Martech holding groups. management skills to the development and growth its international presence through a large network Impact award in Saudi Arabia (2017). The family office creates, acquires, invests in and of a portfolio of investments in a range of business of correspondents and regional bureaus across the He holds a master’s degree from the University of develops powerful media and tech companies for the sectors, after transforming a publishing company into world. Westminster and a bachelor’s degree from Lebanese benefit of all its stakeholders. It operates at the cutting a tech-driven marketing services innovator. Before joining the newspaper in 2016, Abbas was American University. He is also a graduate of the edge of the industry and has grown rapidly through His ambition is to make a significant contribution editor-in-chief of the Dubai-based English-language Executive Education Program of the Harvard judicious acquisitions, wise investments and strong to the creation of talent, value and return through service of Al Arabiya News Channel. Kennedy School, where he studied global leadership management. inspired investments in media, tech and beyond. He is a renowned columnist on Arab-international and public policy. Hawari graduated from Harvard Business School, Hawari’s interests include reading, playing paddle affairs and appears regularly in international media Abbas is a member of the editorial board of Al and is also CEO for Mediaquest, the leading content and tennis and traveling. He is fluent in English and to comment on regional affairs. Arabiya News Channel, an associate fellow of the events company in the Middle East. Akama Holding has French, and intermediate in Arabic. Abbas has previously written for The Huffington Cambridge Union Society and a member of the Post and worked with both Asharq Al Awsat and Al British Society of Authors. Hayat pan-Arab dailies, Future Television of Lebanon In 2017, he published his first Arabic book, “Arabi/ ELIE KHOURI and the International Resource Journal in London. Englizi,” which describes London through Arab eyes. Chairman Omnicom Media Group MENA Elie Khouri is chairman and CEO of Omnicom Media Driven by Khouri’s personal interest in talent GAVIN ESLER Group, the media services division of leading global development, Omnicom Media Group MENA has Broadcaster, writer and Chancellor of the University of Kent marketing communications company Omnicom been named a top-five employer in the UAE by the Gavin Esler is an award-winning broadcaster, correspondent for eight years, based in Washington, Group in the Middle East. He heads the operations of Great Place To Work Institute for four years in a row, podcaster, journalist and writer. He is the holder of a and frequently reported from the White House, mostly OMD, PHD, Hearts & Science and Resolution, as well ranking second in 2017. Royal Television Society award, a Sony Gold (Radio) during the Clinton presidency. He has also reported as several specialist entities. Today, the group employs Khouri has developed a significant sustainability award, and two Lovie awards for his podcast series from countries as diverse as China, Peru, Argentina, more than 700 people and has a wide footprint program, making Omnicom Media Group the first about Vladimir Putin, “The Big Steal.” Cuba, Brazil, Russia, Jordan, Iran and Saudi Arabia, across the GCC, the Levant and North Africa. marketing holding group in the region to have its He is the author of five novels and four nonfiction as well as from the Aleutian Islands and across Khouri has been consistently recognized during his sustainability practices reported in accordance with books. Europe. 30-year career in advertising and media, appearing the Global Reporting Initiative’s G4 guidelines. He is well known for his reporting and presenting On returning to the UK, he joined the presenting regularly in Arabian Business’ “Top 50 most He has a strong personal interest in coaching and work at the BBC, and has been the main presenter team on the BBC’s flagship news and current affairs Influential Arabs” and Power 500 lists. Both CEO mentoring entrepreneurs and startups. In 2017, on “Dateline London” on BBC News and BBC World, program, “Newsnight.” and Gulf Business magazines have named him media he was appointed to the board of the UAE affiliate as well as numerous other programs, including He is a voting member of BAFTA, chancellor of the CEO of the year. In 2017, he was named leader of the of Endeavor, the global nonprofit organization “HARDtalk.” University of Kent and a visiting lecturer in various year by the Great Place to Work Institute and was also that supports high-impact entrepreneurs with a He left the BBC in 2018 and is now a freelance academic institutions, large corporations and recognized as a key influencer in the Power Profile worldwide network of mentors and business leaders. journalist and writer. public service organizations, including Britain’s list by LinkedIn. Photographer credit: Karen Kalou Bibi Formerly, Esler was BBC’s chief North America military. THE MIDDLE EAST, BETTER EXPLAINED THE MIDDLE EAST, BETTER EXPLAINED BIOS ABOUT THE AUTHORS SaRAH MESSER TAREK ALI AHMAD Managing Director Head of Arab News Research & Studies Nielsen Media, Middle East, North Africa and Pakistan Arab News Sarah Messer leads the media team for Nielsen Middle are counted across platforms and content. Tarek Ali Ahmad covered the October 2019 protests in Human Rights Law from SOAS, University of East, North Africa and Pakistan. She joined Nielsen Before joining Nielsen, Messer led the commercial in Lebanon and the country’s 2018 parliamentary London, and a BA in Media and Communication in 2012 and has spent the past nine years building research and insight department at ITV, the elections, as well as the World Economic Forum’s from the American University of Beirut. the firm’s media portfolio within the region, working UK’s largest commercial broadcaster. She has annual meeting in Davos in 2020. He holds an MA Twitter: @Tarek_AliAhmad with a range of local and pan-Arab traditional and won multiple industry awards in recent years, digital media owners. has been instrumental in developing industry Messer and her team are responsible for developing audience measurement systems such as UK Online ZAIRA LakhpatWALA tailored approaches to deliver specific insights on Measurement, and chaired industry committees Media Editor audience and content, as well as providing strategic including the Television Opinion Monitor and AOP Arab News recommendations for clients to understand this Research Committee. Zaira Lakhpatwala covers the media, advertising East. She is passionate about advertising and rapidly changing landscape. She also works closely Messer holds a bachelor of science degree with and marketing industries. With over 10 years of technology, and their cumulative impact on culture with the region’s industry boards and committees to honors in business and management studies from the experience in media and advertising, she has worked and business. drive measurement initiatives and ensure audiences University of Bradford in the UK. in both agencies and publishing houses in the Middle Twitter: @Zaira JUAN SEÑOr President Innovation Media Consulting Group Juan Senor is president of Innovation Media respectively.
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