Media Predictions for 2008
- Ownership by Rupert Murdoch will change the Wall Street Journal in
small ways, but will not corrupt it entirely. Remember the concern when
the Journal announced plans to sell ads on its front page? The dire
predictions have not been fulfilled, and the front page remains untarnished.
- Some things will be different like the possibility of free
online access for everyone. And we've already seen some "tarting
up" of its content. For instance, we've seen an editorial citing
supermodel monetary policy: apparently Gisele BŁndchen has requested
payment in euros rather than in the falling dollar. (To be fair,
other publications including the New York Times also discussed BŁndchen's
- More print media will follow Business 2.0. Corporate consolidation
will reduce business-to-business technology advertising, which will
push more secondary print publications into online-only mode. Expect
to see more in 2008. Remember that circulation is irrelevant to the
publisher's decision to discontinue a magazine if its ad pages drop.
- The blogosphere will become more important. These companies that
have sat on the sidelines need to get up and look at their sector, their
customers, employees, and competitors. It's past time to just watch
the blogosphere. Because the lead time to ...but remember about what
works for one company may not work for another.
- Some for podcasts and RSS feeds. If you're hosting webinars,
you should make the information available by podcasts and RSS feeds.
- TiVos and iTunes and will continue to give users control over what
content they access and when. Mass market will be challenging, but niche
marketing continues. (There will always be a need for mass marketing
for consumers but only niche markets will be the way to go see
- Social networking: YourFace Facebook and MySpace are
not the only two players, but they will continue to take up the most
space in print and online media because of their market valuation. And
because the media loves a horse race. Niche sites may do well in 2008,
but the media will continue to focus on YourFace.
- Subprime mortgages will continue to play out in 2008. The impact
on banks and on the housing market and on politicians who will
try to solve the problem before the 2008 elections.
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