EDITORIAL Perilous Times

AdMedia,  Aug 17, 2004  by David Gapes

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An eclectic line-up of advertising stories and images this month. Our coverage of recent student work continues, with David Bell's mid- term report on Axis Adschool work rounding out the picture that started last month with a similar mid-term update on the AUT Ad Creativity School.The work, chockfull of edgy ideas, demonstrates very clearly that the future of NZ ad creativity is in good hands.

It's good, too, to see the role senior NZ creatives play in nurturing the fledgling talent. Ditto visiting offshore creatives, most of whom seem to stop by to pass on their experiences.People-wise, we have pictorial coverage of four recent ad events in Auckland - the Test of Time, the ORCAs, bFM's Agency Pub Quiz, and the CAANZ Ad Art Auction.Seeking confirmation that you're not being paid enough? Then look no further than our annual salary survey which shows pay rates at all levels in advertising, web design, Direct, graphic arts, and PR. Interestingly, the survey - and the accompanying interviews with recruiters - show that demand for talent remains strong. Even if the pay rates themselves have barely shifted from last year.This feature includes a fascinating despatch from another adman who was struck down in his prime by the quaint ageist attitudes of most NZ agencies. He found no such difficulties in the Muslim world, and this month shares with us his experiences in advertising in Saudi Arabia.At the heart of this issue is our first-ever study of NZ's ethnic media, a burgeoning marketplace of radio & tv stations, magazines, newspapers and specialist agencies. (We use the term 'ethnic' quite loosely - perhaps non-Pakeha would have been a better descriptor.)But we're only scratching the surface. Look out for Part 2 soon. And heed the words of Nativeworks' Glenn McGahan: "If you're going to ignore 30% of the market, then you live at your own peril."- david@admedia.co.nzFollow this link to subscribe to AdMedia.

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