The New Economics of Attention: Rethinking Media Spend in a Fragmented World 

In a media landscape defined by constant change, few voices carry the weight of long experience. As CEO of TMN and Editor in Chief of Telescope, Thomas Chan has spent more than three decades navigating the intersection of advertising, media, and marketing. What emerges from this conversation is not just a view on spending, but a philosophy on relevance, precision, and discipline in an increasingly complex ecosystem. 

Q: You have spent more than three decades in media and advertising. How has that journey shaped the way you think about media spending today?

It has been more than 35 years across advertising and media agencies, media companies, and as a marketing director. Over time, my perspective has shifted. The question is no longer how much to spend, but where and what to spend on. 

With the advancement of technology, the changing marketplace, and increasingly sophisticated consumers, traditional media alone can no longer satisfy how people search for information. The media landscape evolves rapidly, and that creates a real challenge for marketers. The task now is to define the right media mix that reaches the right audience and ultimately drives sales. 

Q: Given today’s economic pressures, how are advertisers adjusting their media spending? 

In a difficult economic climate, the instinct is often to reduce spending rather than refine it. This tends to create three clear effects. 

First, marketers spend less overall and remove certain media from their plans. Second, they push media suppliers for deeper discounts in an effort to lower costs. Third, this pressure often leads to price competition among media suppliers. 

These reactions are understandable, but they can also create unintended consequences if not managed carefully. 

Q: In that environment, where do brands tend to go wrong with their media investments? 

Rather than calling them mistakes, I would say marketers often find themselves lost in a few common traps. They may rely too heavily on a single channel, such as digital, instead of building a balanced media mix. They may focus purely on short term sales performance and overlook the broader, cumulative influence of media in consumers’ daily lives. Some ignore the maturity of their brand, product, and audience within the life cycle. And finally, there is a misconception that lower cost automatically means better effectiveness or efficiency. 

These are subtle but important distinctions. 

Q: That brings us to a fundamental question. What does “the right media” actually mean today? 

There is no single definition. Every brand and product exists within its own life cycle, and the market context always matters. Consumer sophistication, economic conditions, and competitive intensity all play a role. 

Instead of searching for a fixed idea of the right media, marketers need to take a holistic view of the market and define clear communication objectives. From there, they can build the appropriate execution plan. In my view, media is not about right or wrong. It is about what is effective and suitable for the client’s strategy. 

Q: So is the bigger challenge today about cutting budgets, or about allocating them correctly? And how should brands stay effective under pressure? 

Budget cuts are often unavoidable in the current environment, which is why the concept of media efficiency has become central. However, efficiency should not be misunderstood as simply reducing cost. 

True efficiency means reaching the right audience, at the right time, in the right place, within the right context, and with enough frequency for the message to be fully absorbed. 

It is also important to recognize that each media format serves a different role. Large format media creates strong visual impact and builds brand image. Network formats provide repeated exposure and reinforce memory. Digital platforms enable engagement at any time. 

Media effectiveness is cumulative. It builds over time. A reduced budget does not mean reducing media presence entirely. It means planning more precisely to avoid waste and ensure each element plays its role. 

Q: You mentioned frequency and impact. How critical are factors like frequency, impact, and targeting in making media truly effective? 

They are essential. These factors determine whether a message is seen, remembered, and acted upon. 

If we look at the AIDA model, attention, interest, desire, and action, it becomes clear why. In the past, advertising focused on creating demand. Today, consumers already know what they need. The role of media is to ensure your brand is the one they remember when that need arises. 

Frequency keeps the brand present in the consumer’s mind. Impact captures attention and creates emotional connection. Targeting ensures the message reaches the right audience, making it relevant. 

Together, these elements guide consumers through every stage, from awareness to action. In a crowded media environment, consistency and relevance are what make a brand stand out. 

Q: With so many channels available, how should brands decide what to prioritize? 

Every channel serves a different purpose, and in theory, most are not interchangeable. Prioritization should always be based on the brand’s objectives and the nature of the product. 

If I think as an FMCG marketer, I would prioritize channels that offer mass reach, broad coverage, and high frequency. If I were marketing a luxury product or an automobile, I would focus on bold, high impact placements in strategic locations. 

The decision is always contextual. It depends on what the brand needs to achieve. 

Q: Ultimately, how can brands build strong memory and stay top of mind to drive purchase? 

It comes down to consistent, high frequency exposure over time. 

Today, product life cycles are shorter due to rapid technological change and global production capacity. Brands that remain visible and continue to evolve are the ones that sustain success. Apple and the iPhone are a clear example. 

Visibility, consistency, and ongoing innovation are what keep a brand relevant in the consumer’s mind. 

Q: Finally, where does TMN fit into all of this? How does it help brands ensure their spending delivers real results? 

TMN’s role is to ensure that every dollar spent works effectively and delivers measurable outcomes. At its core, it is a complete media solution built on two principles. 

First, delivering strong media fundamentals. TMN ensures high reach, high frequency, high attention, and high completeness. This means campaigns are not only seen, but also remembered. Exposure is translated into real brand recall. 

Second, enabling performance and accountability. TMN allows campaigns to be targeted, interactive, continuously optimized, and clearly attributed to business results. 

In a fragmented media landscape, this combination is critical. It ensures that brands are not just present, but consistently seen, strongly remembered, meaningfully engaged, and able to drive action at the right moment. 

Ultimately, the goal is simple. Turn exposure into memory, and memory into action.