How have traditional media adapted to increase the marketing exposure of your funds?
Last week, Kneip spoke with the Financial Times, Die Presse and Mediafin to find out how these prominent traditional media continue to be ever more relevant to the fund houses today.
When we first started to publish our clients’ fund data in 1993, Kneip’s distribution footprint was entirely print based. Today we work closely with around 200 print and digital medias. Over the past two decades, as digitalization impacted investors’ behaviour, we have seen first-hand a steady decline in the number of lines sent to print media as many Asset Managers decided to allocate their marketing spend to different venues due to a perception that print was a declining media. And of course this was not helped by the end of the legal obligation to publish fund data in hard copy.
We believe that this only reflects a part of reality because even if hard copy is in decline the majority of traditional media also have a large digital footprint which continues to grow and to which they are constantly adding more value-added services. In addition more and more asset managers realise that they are relying on larger international vendors to market their funds due to lack of information on local media, and this is leading to lost retail opportunities due to a lack of exposure among non-institutional investors.
In this online roundtable we speak with three historic traditional media to find out how they continue to be ever more relevant to the fund houses today.
- The Financial Times, one of the world’s leading news organisations.
- Mediafin, the business and finance reference in Belgium through L’Echo and De Tijd.
- Die Presse, one of the longest established national newspapers in Austria.
With our three contributors, we explore why traditional media continue to be relevant to the fund houses via their digital footprint, their outreach to local retail markets and the added value of their articles and linked adverts.
You can watch the replay here.