|HOME||MEDIABIZBLOGGERS.com||WOMEN in MEDIA||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: October 12, 2010 at 10:46 AM GMT
Last Updated: October 11, 2010 at 10:46 AM GMT
How many of the thousands of media companies that are now dependent almost exclusively on advertising revenues will survive intact to 2020 without making substantial changes to their core revenue-generation models?
Advertising, by definition, is a one-way communications technique for distributing commercial messages to audiences via multiple media options. In 2010, advertising in traditional advertising (including online) represents only an estimated 30% of marketers' total communications budgets, according to Jack Myers Media Business Report. By 2020, marketers are projected to invest only 15% to 20% of their almost $1 trillion in total marketing communications budgets in advertising – with the other $800 billion going toward direct consumer activation -- using coupons, incentives, direct marketing, point-of-purchase, events and other non-advertising marketing tools, much of it via interactive online, mobile and TV media.
Is it a business imperative that traditional media content and distribution companies invest in the human and technological resources to actively develop interactive tools and resources that connect marketers to consumers? Are they investing sufficiently and proactively today? What do you think? Comment Here.
JackMyersThinkTank and MediaBizBloggers are free and underwritten as an industry service by corporate subscribers to Jack Myers Media Business Report. For subscription information, visit www.myersreport.com. Visit the archives of JackMyersThinkTank and MediaBizBloggers. Jack Myers can be contacted directly at email@example.com .
We enjoyed The Great Christmas Light Fight on ABC last night. The show has four families competing each week for 50K. A guy named Michael Maloney is the judge. Never seen him before, but he's REALLY into Christmas. Michael goes around the country judging Christmas lights. Not a bad gig at all. He gets driven around by Santa in a red ‘65 Impala. First stop was Whitestone, NY, where Kevin Lynch and his family -- Tina, Tara, Tori and Timmy -- help to decorate. Kevin is a retired firefighter and 9-11 first responder. He has some crazy Christmas spirit and obviously LIVES for this time of the year.Read More
I no longer read business books. Been there, done that for too many years. Stimulation comes from reading many other sources. My current obsession seems to be evolutionary theory. And there are few better to read than Stephen Jay Gould. I prefer him to evolutionary reductionists just as I push away from all sorts of reductionism in every field imaginable. There is a psychological matrix that all reductionists share. I just don’t fit that mold I guess. Online marketing is presently overwhelmed with marketing reductionism.Read More