World Without Media:What Will Fill the Void?

Paul GillinAuthor, The New Influencers and Secrets of Social Media Marketing

Mainstream Media Collapse

Decline in circulation of top 10 newspapers in 2008: 635,000

Average age of US daily newspaper reader: 57

Reduction in US newsroom staffs since 2001: 45%

Growth in NBC prime time audience, 2008: -14.3%

Age of average network evening news viewer: 63

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)

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

2001 circ. 2009 circ. Change

Woman’s Day

1.61M 410,000 -74%

Redbook 556,300 154,600 -72%Playboy 522,800 203,200 -71%Country Living

380,200 134,900 -64%

National Enquirer

1.65M 591,300 -64%

Reader’s Digest

750,000 270,000 -64%

ESPN Magazine

54,350 25,200 -63%

US Magazine Circulations

New Media Facts Teens watch 60% less TV than their parents.

They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9 Word-of-mouth marketing spending to hit $3B

by 2013

One-third of Americans under 40 say the Daily

Show and Colbert Report are replacing traditional

news outlets.

You Read it Here First

Source: Gallup (Dec., 08)

From This…

To This

Influence Inversion

Do You Know This Person?

The New Media Structure

BLOGGERS

ADVERTISERS

PUBLISHERS

MEDIA BLOGGERSEDITORS

JOURNALISTS

CONSUMERS

Media Wikification

√

Trust

Filling the Void

The Future of Media Is…

SmallAggregated InclusiveCommunity-driven

ConversationalFast FlexibleExperimental

Community as ContentBy contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone

Personal finance Travel planning Local services

Language educationTravel planning How-to video

Thank you!Paul Gillin

508-202-9807

paul@gillin.com

www.gillin.com

Twitter: pgillin

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