Six Near-term Trends Influencing The Business of Marketing

If you’ve come here looking for the latest thinking on virtual reality, drones and autonomous driving—you’ve come to the wrong place. Marketers are an interesting bunch—we pride ourselves on “being in the know”, with some good reason… Part of our jobs are to stay one step ahead of the game so we are better prepared for the changes that inevitably effect the business of our industry. But in the pursuit of staying ahead of future trends—we often overlook massive shifts that need to be operationalized over the next five years, if not decade.

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The Business Model Is the Message

The media business used to be fairly simple. It operated on linear model, consisting of content, distribution and audience, with a small priesthood of publishers, producers and programing executives making editorial decisions for the rest of us. Stars were created by the choices they made.

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Millennials Are Disrupting Media Again. Media Companies Now Need To Play Catch-up

Digital disruption to the media began early in the days of the Internet throwing every media company into a crisis mode. Now this is happening again - this time, even homepage viewership is on the decline. I am not saying this is the death of the webpage, having a webpage or content site is simply not enough. 

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How To Innovate Your Media Business Model

My first media job was in New York, where I learned the radio business. My company, Katz Media, had an outstanding training program, where for three months we were drilled in the basics of radio formats, research techniques, sales skills and marketing strategy.

So when I first arrived in Poland in 1997, I felt well prepared. Surely, in a newly capitalist economy, where the entire concept of a media business was novel, my experience and expertise would give me a leg up. Alas, I found that often the opposite was true.

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How Serious Is The Problem Of The Youthfulness Of Those Working In The Media Industry?

For as long as I can remember the fact that marketing in general and the media industry in particular is stuffed full of bright young things has been an excuse for how engages with older consumers.
It is an appealing argument and I expect that it has some truth. But only some truth.
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Media Disruption Is Not Slowing Down. Mobile Is Now the Center of a New Ecosystem.

The media business is not seeing the light at the end of the tunnel yet. When people asked me about my magazine and the economics of that, they were saying why I am in publishing business. Well, that is not my core business, just a hobby. It has been almost three years since the first publication of MISC and readership is growing nicely. We're now in 28 countries and we have have the digital version. I am getting a lot of positive feedback from readers from all over the world. Perhaps I should make the next issue the thickest one. This is the first cover that was shot in Milan. And the next cover will be shot in Shanghai. 

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CNN Thinks LOL Cats Are the Future of News

Now that CNN and BuzzFeed have joined forces to create a new online video destination, the meme-ification of the news is almost complete. The viral celebrities, the LOL cats, and the Listicles have won. The one company at the nexus of the meme aggregation movement - BuzzFeed - and the one media company that practically invented the 24-hour news cycle - CNN - have partnered to give you the 24-Hour Buzz Cycle. All buzz, all the time.

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2013: The Year Everything Converged

From a media perspective—marketers like to align strategies and tactics along the lines of how things are done at scale. The popular framework goes something like: Paid (advertising), Earned (Word of Mouth), Owned (Corporate) and everything else falls in a somewhat more grey area and from my perspective this is where the action will be for 2013 and beyond.

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Off The Grid

This chart published over on The Atlantic shows how out of kilter the US is in not requiring companies to give their staff paid annual leave. Almost worse than that is the fact that, according to a JetBlue/Harris Interactive study, no less than 57% of Americans ended up not using all the holiday time they were actually given in 2011.

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On The 'Death' Of Online Advertising

I've lost count of the number of articles I've read over the years declaring the death of online advertising. The reasons cited usually touch at some point on banner blindness, falling click-through-rates (the average CTR having dropped to less than a tenth of 1%), and the uneven distribution of clicks (Comscore's 'Natural Born Clickers' study for example showing that only 8% of Internet users account for 85% of all clicks).

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