Marketing's top five media brands for 2009

LONDON - From The X Factor to Sky HD, Marketing picks the five stand-out media brands of 2009.

1 The X Factor

Event television at its best, The X Factor attracted record audiences and acres of press coverage this year. With brands not only fighting it out to sponsor the show, but also producing X Factor-themed ads, it proves that popular content and high production values are commercially viable.

2 Look

In a challenging market, the continued success of IPC's fashion weekly, both on the newsstands and commercially, is testament to the strength of good ideas well executed. Look is a title that has forged ahead in developing a strong brand in a short time frame, and continues to innovate.

3 The Times

With great marketing, compelling content and a fantastic array of supplements, The Times has been a standout success in what has been a bleak year for the newspaper industry. Next year publisher News International plans to take on the thorny issue of charging for content online, as it is looks at ways of profiting from its digital editions.

4 Sky HD

Sky HD really began to prove its worth this year, gaining particular traction with sports fans. The broadcaster's continued strength in a tough climate suggests that consumers are willing to pay for quality innovation.

5 Capital Radio

In a hard year for commercial radio, Capital's turnaround story is particularly compelling. The station's breakfast show, hosted by Johnny Vaughan and Lisa Snowdon, held on to its position as London's most-popular show in the Rajars; the station also implemented its new events strategy, putting its marketing muscle behind its Jingle Bell Ball.



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