by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : MT Resource 2010
T hese are the best of times, these are the worst of times. The global economic crisis, coming on top of a dramatic transformation wrought by the rise of the Internet, is creating the swiftest change in media industry structure ever experienced. This is a critical juncture in which to examine the future of media. Magazines have and will continue to be central to how we learn, socialise, entertain ourselves, and make buying decisions. Yet the magazine industry will undoubtedly look very different scant years ahead. It is our role and responsibility to create the future of media, rather than to let it happen to us. To do that, we need to examine the most central driving forces, strategic issues and capabilities in the evolving media landscape. Newspapers and magazines are being forced to renew their business model, journalists are under pressure to adapt to change, and broadcast media is under threat as sliding advertising revenue hit an unmoving cost base. Yet as the world shifts towards what will be truly an all-encompassing media economy, there are extraordinary opportunities ahead for media organisations. Driving forces The future is concealed behind a diaphanous veil. While the details are obscure, we can generate valuable insights into the emerging shape of media by examining the most consistent and enduring trends. Here are four of the most important trends that should be recognised in mapping a path forward. In a connected world, we have access to every publisher in the world that makes its content available in digital format. Not only that, literally hundreds of millions of people have effectively become publishers themselves, creating a phenomenal explosion in the amount of information available. Just a small proportion of this infinite pool of information is worth digesting, but all of it distracts and entices readers throughout their day. Media has fragmented into hundreds of millions of pieces. The advertising revenue figures are in. In the developed world, the media landscape Ross Dawson explores the shifting sands of the media landscape whose movements have become even more dramatic in the past year. Creating the Future of Media 7 MediaTitles “Magazines have and will continue to be central to how we learn, socialise, entertain ourselves, and make buying decisions.” p6-9 rossDawson.indd 6 8/12/09 2:05:45 PM
2009 - 2010
MT Resource Guide 2011