Editor’s Note: The Buck Never Stops…

In business, it’s no secret that favours are a currency of their own, especially in the media world.

Asking for a discount or a “special deal” has become the norm, as if it’s an inherent right before any transaction.

The mentality is clear: “I bought an ad from you, so you owe me one. Or two.”

What’s even more absurd is that sometimes the favour being asked outweighs the original investment.

Media platforms, which need millions to survive, find themselves constantly in debt— not financial debt, but an endless stream of non-stop favours owed to advertisers.

For top-tier platforms, it’s a losing game.

Sure, some might argue that these requests are small, but in reality, everything adds up.

A free spot here, an extra promotion there—all of it chips away at the price of the original transaction.

So, it raises a very real question: why bother becoming a media owner, pouring millions into building teams and infrastructure, when the real winners are the middle agents, profiting with zero risk?

And here’s the kicker—when do these favours end?

The truth is, they never do. The buck never stops.

It’s a never-ending cycle of obligations that can sap the value out of even the strongest media platforms. The favours become the expectation, and the profits?

They’re handed off to someone else.

HARMANDAR SINGH

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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