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Media
moguls contemplate uncertain future
If
you've been around the online world for a while, you know
that "the end of advertising as we know it" is
not necessarily the portent of doom it sounds like. Change
is inevitable. That's nothing new. But the question still
looms - how will this affect me?
This
week the country's media moguls and technology tycoons converged
on Sun Valley, Idaho to see who will be the next Rupert
Murdock to pull a MySpace deal out of their hat. In the
Washington Post article "Uncertainty
aplenty as Web, media leaders convene" Jeremy
Herron talks about how both "media and online leaders
are grappling with the Internet's increasing fragmentation"
and how even the top Internet companies are "seeing
revenue growth slowing."
While
newspapers and radio take the early shrapnel, what should
online advertisers and publishers be worrying about? How
about where all the content will come from once some of
the world's largest providers bite the dust? Perhaps more
user generated content. Yeah, that must be it.
The
end of advertising
Last
year's study "The
end of advertising as we know it" by IBM Global Business
Services provides a glimpse into the future of advertising.
Their statement "the next 5 years will hold more change
in the advertising industry than the previous 50 did"
may have sounded like an exaggeration several months ago.
But with recent acquisitions and consolidations, the proliferation
of "open exchange" advertising inventory, and ever
increasing consumer control, the reality is setting in faster
than global warming can melt your summer slushy as you drive
off from the Quickie Mart in your car that's slurping $4 gas.
Download
the paper. |
