Media trends for 2010 – paywalls, video on demand, and a slow switchover
If 2009 was the media sector's annus horribilis, then surely things will get better in 2010? Just not necessarily much better. Analysts are predicting the savage downturn in advertising revenues will ease, but that doesn't mean a sudden return to growth.
Consultants at Enders Analysis forecast that newspapers, magazines and television will all be in negative territory again this year, albeit at much less severe levels than in 2009. Only internet advertising will hit its stride, up 6.9% compared with a 2.1% drop last year.
In newspapers, 2010 will be defined by the great paywall experiment. News International titles – the Sun, the News of the World, the Times and the Sunday Times – could start charging within the first half of the year. If their first steps turn into a stride, others could follow suit.
More ... http://www.guardian.co.uk/media/2010/jan/04/media-trends-2010
Comments
The Paywall Experiment
Submitted by Charles Clayton (not verified) on 23rd February 2010.My predictions are:
1. Expect a huge drop in online visitor numbers.
2. Advertisers in online paper publications will not have a good result if individuals are looking for specific content. They will not stay long on the site. This type of website visitor is not a casual surfer.
3. Online publications that offer free news publishing and video at a tiny cost will benefit tremendously from this experiment.
4. PR companies will suffer even more in the future. Many of them are struggling now to adapt to the new requirements of online consumption. Video isn't even on the radar for many PR companies!
5. Print has a great place in many hearts. Expect a few broken hearts.
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