8. Times are changing
“From news scarcity towards news abundance: either be a platform or a choice
Print
Digital news
Print
Digital news
Digital news
Digital
Magazines
Digital news
Scarcity
Mass-market dynamics
Abundance
Individualistic-market dynamics
We are here
But what will
it be in 2020
Competition for customers is becoming more intensive.1.
Markets are becoming more fragmented.2.
Differentiation is becoming more difficult.3.
9. Everything becomes mobile & mobile changes everything
Media time consumption share US
9
45%
25%
17%
9%
7%
4%
44%
26%
16%
8% 8%
6%
43%
26%
15%
7% 7%
9%
42%
26%
14%
6% 5%
12%
38%
20%
12%
4% 5%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Print Other Mobile
2009 2010 2011 2012 2013
Source:emarketer/BusinessIntelligence– August 2013 in US
It is essential to understand, utilize, grow and monetize mobile
Mobile advertising revenues are expected to grow with 26% to even 50% in certain forecasts