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We are witnessing the rapid collapse of media institutions that have existed for more than a century. The newspaper industry is undergoing a process of ritual destruction. Broadcast markets are fragmenting into a patchwork of special interests. The next generation of consumers relies on Facebook friends to deliver the kind of value formerly provided by The New York Times. These trends are scary to those of us who have grown up in a world of mass media, but they are inevitable and they will ultimately give birth to a new breed of special interest media that will be richer, more diverse and less predictable than the institutions they replace. For now, we're in an uneasy middle stage: Trusted institutions are going away but the institutions that will replace them have yet to be defined. What does the media landscape of the future look like and what does this mean for businesses that are trying to reach their constituents?
Citation preview
+
World Without Media: What Will Fill the Void?
Paul GillinAuthor, The New Influencers & Secrets of Social Media Marketing
Conversation
Insight
Action Results
+Mainstream Media Collapse
2008 Newspaper Layoffs: Nearly 9,000
Source: Erica Smith (graphicdesignr.net)
+Old Media Facts Magazine newsstand sales fell 12%
in 2008 and have dropped another 22% this year.
TV Guide was sold in October for $1, or $2 less than a single copy.
2009 TV station ad revenue to drop 20 - 30% (Bernstein Research)
NBC prime time audience down 14.3% in the past year.
Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28
In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly
entertained the possibility of becoming cable channels.
Age of average network evening news viewer: 63
+New Media Facts
Teens watch TV 60% less than their parents and spend 600% more time online than their parents.
Twitter membership grew more than 1,400% last year (Nielsen)
Facebook’s population would make it the world’s fifth largest country.
64% of online teens create some kind of published content (Pew)
One-third of Americans under 40 say the Daily
Show and Colbert Report are replacing traditional
news outlets.
+Internet Eclipses NewspapersAs Preferred News Source
Source: Gallup (Dec., 08)
+How’d We Get Into This Mess?
Publishers saw Internet as just another channel
Content devalued through free distribution
Media delusions of grandeur Failure to address information
democratization Craigslist Google High infrastructure cost Media consolidation Recessionary “perfect storm.”
+The Traditional Model
+Information Democratization
+
How We Share Influence
PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE
Consult a professional
Readers letters
Phone in; TV / Radio
Talk to shop worker
Personal blog
Social network page
Widgets
Photo sharing site
Chat rooms
Message boards
Video sharing site
Comments on blogs
Comments on websites
Viral emails
Wish lists
Ratings on retail sites
Reviews on retail sites
Auction websites
Social Bookmarking
Chat room
Price comparison sites
Social shopping sites
Talk face to face
Consult a professional
Readers Letters
Phone in; TV / Radio
Talk to shop worker Phone call
Talk face to face
Phone call
SMS
Instant Messenger
Talk face to face
Talk to shop worker
Consumer influence channels
Source: Universal McCann Erickson
+
Can This Patient Be Saved?
+
“When someone demands to know how we are going to replace newspapers, they are really
demanding to be told that we are not living through a revolution. They
are demanding to be lied to.”--Clay Shirky
+We, the Media
+The New Newspaper?
+
√
Trust
+
+A Multitude of Ideas
+The New Media Structure
BLOGGERS
ADVERTISERS
PUBLISHERS
MEDIA BLOGGERSEDITORS
JOURNALISTS
CONSUMERS
+The New Journalism
+The Future of Media Is About…
Small markets Aggregation Inclusion Community Conversation Fast Flexible Experimentative
+Thank you!
Paul Gillin
508-202-9807
paul@gillin.com
www.gillin.com
Twitter: pgillin
Available on Amazon or from NewInfluencers.com
Available on Amazon or from SSMMBook.com
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