NEW YORK: Medialink has hired a new director of media relations for its US broadcast division to help the company mine new opportunities in the on-demand and stand-alone cable marketplace.
Tom Martin assumes this role after a career in journalism, where he produced segments for ABC News' Good Morning America, CBS News Sunday Morning, NBC News' Today, and interviewed celebrities such as Paul McCartney, Paul Newman, and Steven Spielberg. Concurrently, former BBC newsman Dennis Vaughan was named head of broadcast in London.
"These two senior professionals are part of a strategy we began to implement a year ago [where we] reacted to the death of advertising and the opportunity for PR to step into a far larger role in marketing communications," said Larry Moskowitz, chairman, president, and CEO of Medialink.
Martin will be in charge of 12 employees and his primary function will be dealing with Medialink's domestic and foreign television news outlets. But he will also be charged with finding ways to pursue "secured" placements that are independent of the news organizations.
"We perceive that narrative brand building is something audiences want and that marketers want to deliver," Moskowitz said. "We see ourselves as the link to that medium."
He cited, as examples, segments on how to drive in the snow or first-aid tips. He said cable television providers and channels like WE could be receptive to programming on consumer goods.
"Media is changing at an extraordinary rate and [the services] provided by digital cable platforms let the viewer choose what to watch and when to watch it," Moskowitz said.
"Billions of advertising dollars are looking for new homes because of audience fatigue and technology like TiVo," Moskowitz said. "Clients are saying we want to reach those broadcast customers, but we're doubting the effectiveness of the advertising avenue."