Media and Publishing Trends: Predictions for 2009

admin    Social Media Marketing     2009, Media, Predictions, Publishing, Trends

Media and Publishing Trends: Predictions for 2009

I was at a publishing expo in London last week attending several seminars, debates and talks by various industry players. The invited speakers were largely split into two distinct groups when it came to predictions of what media publishers can expect to see in 2009. And it was not all doom and gloom.

Judging by the buzzwords alone, the overwhelming feeling among attending publishers was that — despite agreement that the end of print was not arriving anytime soon — they were mostly of the opinion that the future lies in the web. They argued that there was a distinction between normal websites and what they tried to describe as the future: sites featuring “e-letters”, “digimags”, “online page-turning capabilities”,  “e-zines” and “geo-apps and geo-wikis” etc. There was also much talk of readers and views being brought together into  “communities” and “congregations” through “emotional connections” fostered by media publishers.

Paul Kurzeja, Creative Director at Redwood Group, spoke of how the Information Age has entered a third era. Long gone are the days of the church having control of information dissemination, and long gone is the era of professional media dictating information under the one-to-many model. We now live in an age where consumers now dictate information flows. “The end of control is everywhere,” he said. For established media,  having a foothold in social media is no longer a choice, but a necessity. The editors of the former old media were used to creating and commissioning content, but now they had to adapt and instead learn to co-create and curate to survive. Speaking as a creative, he believed that Art Directors “must evolve to become multichannel experience directors”.

From a business view, he stated that companies have to understand that, “where attention flows, money flows”. Business must follow that attention to profit. He made five predictions of short-term media trends for 2009. First is an explosion in “content on TV” in the form of internet widgets on our televisions, similar to market tickers at the bottom of rolling-news channels but resembling desktop widgets. Second is continued growth of online interactive e-zines, but stressed that these were not mere “magazines” because of their interactive nature and “rich” content. Third is that there will be more consumption of “content on the go” in the form of “content in our pocket” accessed through our mobile devices. He also foresaw growth of “geo-apps” and “location media” powered by GPS functions in our handsets, as well as opportunities for providers of “contextual content”, whereby content is provided as a service that knows what people like and letting them know where they can find it.

Robert McCaffrey of PRo Publications spoke more directly about his views on where publishers should be focusing their attentions businesswise. His comparison of the old and new business models for publishers was that they essentially remain the same, with the only difference being the delivery method of content was no longer just on expensive “dead trees”.  The immediacy of the web means that a fundamental rethink is required about what is and isn’t to be printed on paper.

The old days of publishing news in print that is effectively a week or a month old by the time it is published cannot continue. He believes that publishers must exploit the advantages of both mediums separately, but side by side. He stated that consumers now expect news to be free and instant, and they will get it online. In business, it’s no good reading about what your competitors are doing a month or so after the fact. Therefore the online domain should be the natural preserve of news. Publishing and media businesses can look for new revenue online while still being able to afford to give away free news, while at the same time building a valuable database-profile of their customers and exploiting those.

He does not dismiss print media altogether, McCaffrey does predict a vast reduction in overall print volumes and indeed in the number of printing firms. Printed publications, once divested of the burden of publishing news, remains a valuable tool for delivering content of real value that people will pay for. Today print is the perfect vehicle to deliver aggregated analysis, depth, trends and comment.

While the larger, established media players quake in their boot about how to maintain profits and stay dominant, abundant optimism and supreme confidence was found elsewhere. Danny Miller and Matt Bochenski, the young duo behind indie film magazine Little White Lies, predicted 2009 to be “the year of the independent publisher”. They see small publishers as being better placed to survive harsh economic times simply because they small and flexible; with everything to gain and nothing to lose.

“Indies don’t fear recession like big companies, they have nothing to fear,” said Miller. “This is our chance, our time to shine. We can do the work just as well, but more cheaply. That’s ruthless, but it’s also good business. So there is a lot of optimism around.”

Perhaps surprisingly, the two young publishers did not agree with the consensus view that print is dead. In fact, they believe that the younger generations are still very much committed to print. They saw the problem as being, not a crisis of old versus new media, but one of “dross” versus “quality”. As they see it, large companies are only want to monetise their sites, turning them into “cash cows” for advertising. This may be what is driving readers away.

Small independents, they believe, simply have more invested in their product – an emotion involvement that comes through in the relationships with their readers. This authenticity can be used to great advantage. Rather than ditching print, they are convinced that both magazine and website are integral parts or any publishing venture, but that the print product must remain at the forefront. When asked what it was about print they responded that it fulfilled people’s desire to collect, to hold something tangible in your hand, to smell and feel the publication as well as being something to keep on your shelf.

While established media players all head for the exits towards the online world in the lemming-like belief that this is what the “younger generation” wants, Danny Miller related an anecdote from his own experience. “Of all the people we’ve met and talked about collaborative projects, no one under 28 has come up and said ‘I want to start a website’.”

“The web is easy,” Miller said. “Print is credibility”.

Find More Social Media Optimization Articles

Examining Baby Boomers: Stats, Demographics, Segments, Predictions

admin    Web Marketing     Baby, Boomers, Demographics, Examining, Predictions, Segments, Stats

Examining Baby Boomers: Stats, Demographics, Segments, Predictions

Baby Boomers have charged social and cultural revolutions and built vast, far-reaching corporate empires. They have helped weave the social, political and economic fabric of our country today. Their many achievements have made them one of the greatest generations of all time. Their wealth and influence is greater than any other generation today.

Born between 1946 and 1964 (46 – 64 years of age) Baby Boomers are 80 million strong. The Boomer is the largest generation, with a population nearly doubles that of Gen X. Boomers are seated at the very top of the worlds largest, most powerful companies and as established career professionals, they have tremendous buying power. In fact, approximately 70 percent of law firm partners are Baby Boomers. They will cede their positions to to their Gen X children when Boomers retire.

Defining Characteristics

Value Shifters
The 1960s is arguably one of the most defining cultural moments in 20th Century US history. Revolution was in the streets and intellect shaped social change. Value Shifters included civil rights leaders, such as Dr. Martin Luther King Jr. or Malcolm X or musical heroes, such as the Beatles or the Rolling Stones. This revolutionary spirit has not faded for Value Shifters. Value Shifters voted for Obama, were outspoken opponents of water-boarding and believe the dual wars in the Middle East are reminiscent of Vietnam.

Worker-Bees
While Gen X might work to live, the Boomer segment, Worker-Bees, live to work. Gordon Gekko, the fictional Wall Street executive, perfectly personifies the Worker-Bee. As technology brings us closer to work and each other, Worker-Bees — just as Gordon Gekko — embrace every new innovation. Think of the typical buzzing Blackberry. As work is life, Worker-Bees also define their social status and personal value with their professional achievements. Moreover, the economic crisis is putting Worker-Bees’ retirement plans on hold — as social security and their 401ks’ have shrunk.

Independent Doers
More doing, less thinking. Independent Doers thrive on action — whether it’s leading a Fortune 100 company or charging political movement or donating to charitable causes. With the you-can-do-it spirit of the 1960s, Independent Doers demonstrate leadership, confidence and courage in the face of defeat. Combined with their larger pocket books and need for action, Independent Doers contribute to many charitable causes — both financially and through volunteerism.

Competitors
With independence comes many challenges. Competitors go beyond Independent Doers and thrive on the race. For instance, Enron’s shamed leader, Jeffery Skilling was a competitor and based his life on winning — always being a step ahead of everyone else. Competitors are winners and as such, they are leaders of muli-national corporations. Competitors are also considered Helicopter Parents — who fight to pave the right path for their children, such as enrolling them in exclusive private schools.

Macro Trends

Safety Net — Boomers have seen their savings…

To read more about baby boomer demographics, segments, stats, predictions, go to Sparxoo, a digital marketing, branding and business development blog.

Examining Generation X: Stats, Demographics, Segments, Predictions

admin    Web Marketing     Demographics, Examining, Generation, Predictions, Segments, Stats

Examining Generation X: Stats, Demographics, Segments, Predictions

Sergey Brin, Quentin Tarantino and Jon Stewart are among many Gen X luminaries pushing the limits, re-shaping corporate culture, re-thinking film and revolutionizing comedy. They are accelerating the speed of life and “keeping America from sucking,” writes Jeff Gordinier, author of X Saves the World: How Generation X Got the Shaft But Can Still Keep Everything From Sucking.

Generation X is an estimated 50 million strong. Most demographers agree that GenXers were born between 1964 and 1984 — putting them between the ages of 26 and 46. This generation is often referred to as “baby busters,” as they are attributed to a rapid decline in birth rates after the Baby Boomers. Moreover, Gen X is a highly educated and sophisticated group — with more than 60% of the population having attended higher education institutions.

Defining Characteristics

Each generation is defined by diverse subsets rather than a single attribute. By defining these diverse characteristics of Gen X, we are not pigeon-holing them as just pragmatic or just forward-thinkers. Instead, we are exploring the diversity of a generation that has helped shape business, culture and technology. As TwentySomething’s David Morrison writes, “my birthgroup would be hard pressed to fit on a single couch due to its sheer magnitude and unprecedented diversity.”

Pragmatics
Pragmatics are considered the byproduct of the Information Age — where data and a practical approach are essential ingredients to achieve results. Because Pragmatics understand the intricacies of media and marketing, they are sometimes considered cynical (however, not without an underlying optimism, notes Morrison).

Thrillers
Thrillers are about speed. They contributed to the rise in thrill-junky sports, such as skateboarding, skateboarding and skydiving. The X-Games, born from the Gen X grass-roots movement, has created a lasting impact on sports — with the Olympic’s adopting snowboarding as a legitimate sport.

Disenfranchised
Jeff Gordinier, 41, a disenfranchised…

To read more about Gen X predictions, stats, demographics, go to Sparxoo, a digital marketing, branding and business development blog.

Secret Predictions of Search Engine Optimization

admin    Google Optimization     Engine, optimization, Predictions, Search, Secret

You are about to discover the secret predictions of search engine optimization experts for 2006 and beyond! You’re going to want to start making plans NOW to capitalize on this information.Are you making fatal mistakes on your niche websites?  Are you afraid of being tossed out of both Google and Yahoo? I want to start off by telling you that I am not an SEO expert. I am just a full time entrepreneur and marketer.I do, however, know that when you are not comfortable about a subject, like I was with search engine optimization, you need to ask experts.•    You don’t get on forums and ask other marketers.•    You don’t ask the lady who bags your groceries.•    You also don’t ask your wife who would rather be shopping  (Sorry Anna – youKnow it’s true)I interviewed people who lived and breathed search engine optimization.  And you know what? I also didn’t care what the search engines were doing today.  I wanted to hear what they were going to do next month, next year, and even years     down the road.Many marketers would hear that something was working and would jump on the bandwagon. Then they’d find out the hard way that Google and Yahoo were already finding ways to prevent this “new” technique or process and ban it.Why would you want to spend your valuable time and money doing something such as using generated page software only to find out each of your pages are being targeted by the search engine?  And if they’re found, they will be penalized or all out banned!This is your chance to really find out what will or won’t possibly work in the future. Startmaking plans now to capitalize on this information.You are about to discover the predictions from the SEO Experts that were brave enough to go out on a limb and answer my tough questions.In this ebook you will find out the inside scoop when SEOExperts reveal their secret predictions about…•    …the changes Google will make in 2006 that will impact your site and yoursearch engine ranking.• What new technology the search engines introduce in the next year that will affect your ranking•Inside predictions on duplicate content and how Google and Yahoo will handle this problem in the future.•What you will have to concentrate on to have your websites either stay or become highly ranked in the search engines in the next year.SEO Expert #1  1.  What changes do you see Google making in the next year or two and its impact onWebsite owners and their search engine ranking?Google will do a lot of things that seem random, like opening a video store… none of thisHas any real impact on those concerned with search engines.  For more details go to www.sitemap-makers.com .The main changes we can expect from Google are greater refinements in link analysisAnd spam filtering, as they lead the way among search engines in creating a new map ofthe web.  I expect Google to launch something comparable to Yahoo stores, get into the auctionbusiness, and try more experiments like Google Base.  Some of these things will have animpact on search marketing because Google will integrate them into the search tools andportal as they did with Froogle.2.  What changes do you see Yahoo making in the next year or two and its impact onwebsite owners and their search engine ranking?Yahoo will have to switch their pay-per-click bidding system to match what Google hasbeen doing with Adwords. For more information logon to www.keyword-swipe.com This will make Yahoo’s PPC platform more competitive, anddrive a great deal more profit into their search engine. This in turn will enable them topromote the value of their search engine.  To become more important in the SEO world, Yahoo must attract more users to theirsearch engine, but even with a large increase in the user base, the search results are stillformatted to favor the paid listings.  Yahoo will need to catch up with Google in the area of link analysis, but there’s no reasonwhy they can’t. At this point, Yahoo’s researchers appear to have a fairly naive view ofspam, and if this doesn’t change, it will remain fairly easy to manipulate Y! search results.

need a website? want to be #1 on Google? visit our florida web design company homepage