---
title: "Media plan of the future"
date: 2005-12-14
author: "Richard MacManus"
categories:
  - name: "ReadWriteWeb"
    url: "/category/readwriteweb.md"
tags:
  - name: "2005"
    url: "/tag/2005.md"
---

# Media plan of the future

Liked [this quote](https://web.archive.org/web/20051220073817/http://today.reuters.com/summit/summitarticle.aspx?type=summitNews&summit=MediaSummit05&storyid=2005-12-02T190006Z_01_FLE268380_RTRUKOC_0_US-MEDIA-SUMMIT-FORMATS.xml) from the recent Reuters Media and Advertising Summit in New York:

> “The media plan of the future will look like the tiles of your bathroom floor … a number of component pieces fitted together very precisely, but lots of pieces,” said David Verklin, chief executive of media buyer Carat Americas.

Digging a bit more into that… in an article from late September [Verklin outlined](https://web.archive.org/web/20051220073817/http://blog.clickz.com/archives/050927-120652.html) seven things marketers can do today to create the media plan of the future, including allocating “15 to 20 percent of your marketing budget to digital” (apparently it’s about 5% today) and re-thinking the idea of reach. Virklin said “In the digital age, you need to manage thousands of small placements.”

It’s interesting how this theory of componentized media pieces meshes with [ Feedburner’s quest](https://web.archive.org/web/20051220073817/http://www.readwriteweb.com/archives/feedburner_make.php) to manage syndicated content at an atomic level. Thousands of small pieces of content / media, which need to be managed at both the technical level (ref: Feedburner) and marketing level (ref: Verklin).

*Originally published on ReadWriteWeb ([archived copy](https://web.archive.org/web/20020204040018/http://www.readwriteweb.com/archives/media_plan_of_t.php))*