1 - "Stop talking about the demise of newspapers and start talking about the rise of news brands." Yes, print media is in terminal decline but its place won't be taken by amateurs. Instead it will be a case of trusted 'news brands' still holding sway.
This is supported by a study I tend to quote all the time. The TNS Digital Lives survey at the end of last year did show that online media had a higher trust rating than print media....but that 'bloggers' had the lowest trust rating of all. This comes back to what Huffington Post Arianna Huffington has in the past described as a 'hybrid future' where top online and traditional media brands will converge.
Top tier media will include A list sites like hers. But they will also include familiar names such as the Guardian, BBC, CNN, New York Times et al...however the delivery mechanism and way of interacting with content will be radically different.
According to Marcel Fenez, global entertainment and media leader at PwC:"The media pillars of the future will be trusted brands. There will still be a role for news brands and premium content...but media brands would be foolish to ignore the structural changes that are happening."
2 - The next five years will see a "profound structural shift" towards digitally-based advertising revenues. According to Revenews, the three primary reasons are the economy, consumer behaviour (according to PwC "when the upturn comes....the consumer will have fundamentally migrated to somewhere different") and changing online ad models (ie ones that work).
Particular areas of growth in online ad spend are digital and mobile newspapers and video game ads, which are expected to grow at 13.8% annually.
In fact at the recent Internet Adveritising Bureau (IAB) digital games forum, one of the findings was that gamers positively welcome ads because they want their gaming environment to be as true to life as possible....and true to life means seeing advertising from real (and not made up) brands.
PwC has made a series of PDF docs and videos available for online for anyone not minded to pay $995 for the report. Otherwise, it's available here.
- Printed blog publication fails; world dies of shock (arstechnica.com)
- Internet Advertising Revenues at $5.5 Billion in Q1 '09 (sociableblog.com)
- Internet Ad Revenue Fell 5% in Q1 (gigaom.com)
- Internet Advertising Numbers Not Promising (mediabistro.com)
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