Confusion, conclusions and contradictions!

LAST week, I spoke to some media pundits who manage the billions that go into the plethora of media choices in our marketplace. These “gatekeepers” know best because they have a pulse on what’s going through the “pipeline”.

Contrasting views abound, just as official advertising expenditure (adex) figures are yoyo-ing to give any decent reading worthy of a realistic picture. Media owners naturally spin every latest finding to their advantage and understandably so. Which makes my life sometimes difficult, as the source of the figures and the interpreter of the figures take me to task, when I make a conclusion of sorts, choosing not to confront each other but me. I don’t mind, because it forces me to become an overnight expert!