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Category: Advertising
Most print newspapers will be gone in five years, The desktop PC is dead; long live the tablet.
Over the next three years, according to Cole, the tablet will become the primary tool for personal computing. Use of a desktop PC will dwindle to only 4-6 percent of computer users – writers, gamers, programmers, analysts, scientists, and financial planners – and laptop use will decline as well.
“The tablet is such an inviting gadget,” said Cole. “The desktop PC is a ‘lean forward’ device – a tool that sits on a desk and forces uses to come to it. The tablet has a ‘lean-back’ allure — more convenient and accessible than laptops and much more engaging to use. For the vast majority of Americans, the tablet will be the computer tool of choice by the middle of the decade, while the desktop PC fades away.
“We don’t see a negative consequence in the move to tablets,” said Cole, “but the coming dominance of tablets will create major shifts in how, when, and why Americans go online – changes even more significant than the emergence of the laptop.”……..
“Circulation of print newspapers continues to plummet, and we believe that the only print newspapers that will survive will be at the extremes of the medium – the largest and the smallest,” said Cole. It’s likely that only four major daily newspapers will continue in print form: The New York Times, USA Today, the Washington Post, and the Wall Street Journal. At the other extreme, local weekly newspapers may still survive.
“The impending death of the American print newspaper continues to raise many questions,” Cole said. “Will media organizations survive and thrive when they move exclusively to online availability? How will the changing delivery of content affect the quality and depth of journalism?”
Evolution of Apple Advertising
The Quietest Pitchman
On a Hollywood soundstage, Adam Lisagor walks an actor who looks like him through a set that looks like a living room. Sort of: The actor is a taller, skinnier doppelganger for the 33-year-old director, and the set, just a few modern pieces arrayed against bare walls, suggests less a living room than the Platonic ideal of one. The scene is slightly, stylishly unreal. At the moment, though, Lisagor isn’t worrying about style. He’s shooting a promo video for the streaming music service Rdio and wants the tone to be as real as he can make it. “You’re going a little commercial,” he softly chides the actor. “Take it down. Keep it dry.”
Advertising takes place in half-worlds of its own devising, and this one is carefully crafted by Sandwich Video, which Lisagor runs out of his Los Angeles apartment. It has quietly, dryly become the premier producer of online product videos for web services and tech gadgets, cultivating a tone that perfectly reflects a generation of creators who are more interested in (or at least, more comfortable with) invention than hype.
Wikileaks Founder: Facebook is the most appalling spy machine that has ever been invented
Despite awaiting extradition to Sweden on sexual assault charges, Wikileaks founder Julian Assange is still the subject of much media interest.
Russia Today (RT) interviewed Assange, getting his viewpoint on political unrest in Egypt and Libya, particularly probing what the Wikileaks founder makes of social media’s roles in the recent revolutions in both countries. In his interview, Assange focuses particularly on Facebook calling it the “most appalling spy machine that has ever been invented”.
Al Jazeera’s Social Media Experiment “The Stream” Launches Online Today
Al Jazeera’s aggressive expansion into cyberspace hopes to empower a new generation of newsmakers, impact the American news market, and capture the attention of young cable cutters.
Fresh off the wild success of Internet-fueled Middle-East revolution stories, Al Jazeera English today is launching the online component to its forthcoming social media-centered news program, The Stream. It’s the most aggressive integration of social media into a live news program to date. And Al Jazeera says it wants to capture a new generation of cable “cord cutters,” push the limits of so-called “citizen journalism,” and inch into American media territory.
A social storytelling service powers the editorially curated content, which is complimented by community commenting before, during, and after the anchored news show. It’s scheduled to start airing May 2nd.
Facing Default, Publisher Lee Enterprises Sells ‘Junk’ to Foil Distressed Investors
Newspaper chain Lee Enterprises Inc. is on the verge of saving itself from bankruptcy–and many of its debt holders are livid.
Lee, weighed down by about $1 billion of debt, has long been high on the list of potential bankruptcies. But thanks to the roaring market for debt of risky companies, Lee is preparing to sell junk bonds that would enable it to pay off its obligations and give it a new shot at survival.
But what is good news for the company has thwarted the plans of a flock of “vulture” investors–Monarch Alternative Capital, Alden Global Capital, Marblegate Asset Management and a unit of Goldman Sachs Group Inc.–which have been buying Lee’s loans. The group had been betting the company would default, and that they could turn their holdings into an ownership stake, giving them access to the company’s assets, which include St. Louis Post Dispatch and the Arizona Daily Star newspapers.
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Lee incurred much of its debt in 2005 when it paid top-dollar to buy Pulitzer Inc., a chain of 14 newspapers including the St. Louis Post-Dispatch. The combined company would have been a particularly valued prize because, unlike many of the other publishers that went bankrupt in recent years, the company generates over $100 million of free cash flow despite its debt load. The publisher’s focus–running small and midsize papers and keeping a rein on costs–has insulated it from the worst of the decline in subscriptions and advertising affecting newspapers in metropolitan markets.
Lee owns half of Capital Newspapers, publisher of the Wisconsin State Journal.
Social Media Marketing: The Fickle Value of Friendship
In a glass box in the middle of a PepsiCo marketing department, five people are staring at a huge bank of screens showing a constantly updated river of tweets, “likes”, praise and damnation from consumers of Gatorade, the company’s sports drink.
“Doing it in a glass room means every single person in the marketing organisation is seeing the insights brought to life in real time. It reminds them how important it is to know the heartbeat of the consumer,” says Bonin Bough, global director of digital and social media at PepsiCo. “I really feel like it is the future of marketing.”
A similar scenario is playing out in marketing departments around the world. A survey of members of the World Federation of Advertisers, a grouping of multinational brands, by Millward Brown found that 96 per cent were spending more of their budgets managing Facebook pages, Twitter accounts and other social media, racing to accrue fans, retweets and that elusive but ubiquitous quality: engagement.
However, the research also found that few knew why they were doing it – half were “unsure” of the returns they were getting from their efforts, while more than a quarter found the payback was “just average or poor”.
Why the iPad should rival the web
Richard Branson and Rupert Murdoch are entrepreneurs with an admirable record of ignoring conventional wisdom, so it is worth watching when they do the same thing at once.
In this case, they are launching iPad-only publications. Sir Richard bowled into New York on Tuesday to unveil a £1.79 or $2.99 monthly magazine called Project, while Mr Murdoch is about to launch a “newspaper” called The Daily, for which he hopes 800,000 people will pay $1 a week. Both will charge readers in an era when most internet publications are free.
The fact that Mr Murdoch will separate his new daily publication from “the open web” by publishing on the iPad has provoked scepticism and hostility in digital media circles. “Murdoch keeps fighting the internet and the internet keeps on winning,” wrote Mathew Ingram, of the GigaOm technology blog.
This fits into a bigger debate about whether companies are balkanising the web to gain economic leverage. Tim Berners-Lee, the British scientist who invented the World Wide Web, complained in Scientific American about Facebook’s private accumulation of data, and of print publishers’ “disturbing” wish to create closed worlds.
Rupert Murdoch Does Another Daily
Some of us count sheep, but Rupert Murdoch spends his sleepless nights dreaming up media properties.
It was late May, around 2 a.m., and Murdoch was in his New York penthouse on Fifth Avenue having a tough time falling asleep when a vision came to him: publishing a daily news report that would be exclusively made for the iPad and other tablet devices. There would be no print product.
Murdoch had done his homework, so he already knew that readers spend more time fully immersed with the iPad than they do with the Web. He believes that within a few years, tablet devices will be like cell phones or laptops — consumers will go into Wal-Mart and buy the things at reasonably cheap prices (far more diminished than the $499 for an iPad now). In his mind, in the not-too-distant future, every member of the family will have one.
Makes perfect sense. Horace Dediu has more.