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Media Intelligence : Media Trends+Strategy 2012
feature MEDIA Trends + Strategy T he future of the media industry is extraordinarily bright. Alongside the rapid rise of social media and a connected world, in the last years we have learned the previously undiscovered depths of the intrinsic hunger humans have for media. While media will undoubtedly flourish, there will be substantial shifts in many aspects of it, including the channels through which media flow. Print newspapers are trending downwards, with almost-free tablet computers coming soon, and the intrinsic revenue/cost models for the industry not stacking up in coming years, other than in specific areas such as highly local publications or free commuter papers. Broadcast TV in developed countries will have to deal with the current and inevitable shift to real-time and on-demand TV and video content being delivered over the Internet. While existing players can reposition themselves into the emerging space, they need to change their cost structures and deal with proliferating competition for viewers’ attention. One of the key uncertainties in the As value creation in the global economy increasingly shifts to the flow of information and ideas, and every company can be considered a media organisation, those with the established capabilities, structures, and relationships in media creation and dissemination have an unparalleled opportunity before them. Ross Dawson reports. STATE OF PLAY pp 14-17 Harold Mitchell Executive Chairman Aegis Media Pacific John Sintras CEO SMV Australia Peter Cornelius MD of Media, Nielsen Nic Hodges Head of Innovation & Technology MediaCom Colin Jowell Strategy Head M&C Saatchi David Gaines GM Maxus DIGITAL pp 26-31 Pippa Leary Director of Strategy and Market Insights, Metro Division, Fairfax Media Marina Go Publisher Independent Digital Media Keith Ahern CEO Oomph Paul Fisher CEO IAB Mark Britt CEO Mi9/ninemsn IF ONLINE CLICK ON PAG E NuMBEr TO ACCESS INTErvIEwS* * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. MEDIA Trends + Strategy DEALING WITH THE PACE OF CHANGE MEDIA CHALL ENGES AHEAD Click here when online or www.mediabiznet.com.au to view library Nick keeNaN, JoiNt NatioNal tradiNg director, mediacom MEDIA vIEwpoInt “The next big thing is mobile.” Harold Mitchell Executive Chairman Aegis Media Pacific p6-11,13_feature.indd 6 28/11/11 2:46:57 PM
MT Resource Guide 2011
MT Resource Guide 2012