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Media Intelligence : Media Trends+Strategy 2012
feature MEDIA Trends + Strategy media industry in coming years is how well established media organisations understand and deal with the pace of change, and take the sometimes radical steps required to transform themselves and grasp the massive opportunities available. Some of these organisations will successfully make the transition into a very different media landscape. The reality is that some will not. In many cases media revenue models need to move beyond the traditional ones of subscription and advertising, though there will be increasing opportunities to create subscription models on new platforms, sometimes by aggregating or being aggregated into consumer-oriented channels. Many new revenue models will be based on community, notably by driving transactions rather than simply exposing the audience to advertiser messages. Since the cost dynamics of more local or targeted media engagement are less attractive, multi-niche media models will rise, in which resources are applied across a variety of markets to build decent returns. Many successful media organisations will move closer to transactions, through mechanisms such as pooled buying, lead generation, and vendor partnerships. We have seen just the beginning of the shift to social media. Social news curation will soon be mainstream, in which possibly the majority of people select their news, video, or audio consumption through the collective opinions of their personal networks, rather than going to individual media outlets. While we are hardly going to see the death of passive media, an increasing proportion of For information on your sector go to www.mediabiznet.com.au “We passionately believe that we are here to create meaningful experiences for clients, not just plan and buy media.” John Sintras CEO, Starcom MediaVest “We passionately believe that we are here to create meaningful experiences for clients, not just MEDIA Trends + Strategy DEALING WITH THE PACE OF CHANGE IF ONLINE CLICK ON PAG E NuMBEr TO ACCESS INTErvIEwS* DIGITAL pp 26-31 (con’t) Shane Mitchell CEO Reddo Matthew Green CEO Creative Folks FrEE TO AIr Tv pp 32-35 Arul Baskaran Controller Multiplatform ABC TV Peter wiltshire Group Sales & Marketing Director Nine Entertainment Jenny Hosie Integrated Sales Director SMG Red Jacquie riddell Director of Marketing SBS Julie Flynn CEO Free TV SuBSCrIPTION Tv pp 36-37 Petra Buchanan CEO ASTRA Bruce Mann CEO XYZ Networks rADIO pp 38-40 Joan warner CEO Commercial Radio Australia Dirk Anthony Audio & Language Content Director Radio SBS Ciaran Davis CEO Australian Radio Network Cathy O’Connor CEO DMG CONSuMEr MAGS pp 44-48 Michael Miller MD News Ltd * This publication can be read online by going to www.mediabiznet.com.au and clicking on cover. MEDIA CHALL ENGES AHEAD p6-11,13_feature.indd 7 28/11/11 2:47:00 PM
MT Resource Guide 2011
MT Resource Guide 2012