Predictions
By Staff
NetNewsCheck,
Borrell Associates' annual "Delphi Panel" of 300 media and advertising experts has convened, and the future it sees is bad for print, great for video.
Among its ten predictions are that seven-day papers are facing even odds of extinction by 2020, citing the ongoing layoffs at papers around the country and pronouncements from papers as large as USA Today that daily printing could cease in the next five to six years.
Also grim for print: print coupons will gradually disappear over the next seven years, hastened by smart carts tied to mobile devices.
Video is looking at a different story, the panel says. with 60% asserting that the so-called "second screen" will overtake the first by 2018 with smart TVs nudging the transition along. Broadcasters shouldn't see the trend negatively, "but rather a positive opportunity to increase engagement in their product with smart ads and click throughs to a show's site -- encouraging sharing with other viewers on social sites."
Video will also lead the dance on local media sites, which the panel predicts will "morph into interactive TV screens." There, video will trump text and photos, a transition it finds likely to happen in the next four or five years.
Local media companies will also be broadening their portfolios to include a newspaper, TV station and radio station, the Borrell panel says. This shift, which it sees happening in the next four years, will be predicated on a repeal of current cross-ownership rules.
Among its ten predictions are that seven-day papers are facing even odds of extinction by 2020, citing the ongoing layoffs at papers around the country and pronouncements from papers as large as USA Today that daily printing could cease in the next five to six years.
Video is looking at a different story, the panel says. with 60% asserting that the so-called "second screen" will overtake the first by 2018 with smart TVs nudging the transition along. Broadcasters shouldn't see the trend negatively, "but rather a positive opportunity to increase engagement in their product with smart ads and click throughs to a show's site -- encouraging sharing with other viewers on social sites."
Video will also lead the dance on local media sites, which the panel predicts will "morph into interactive TV screens." There, video will trump text and photos, a transition it finds likely to happen in the next four or five years.
Local media companies will also be broadening their portfolios to include a newspaper, TV station and radio station, the Borrell panel says. This shift, which it sees happening in the next four years, will be predicated on a repeal of current cross-ownership rules.
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