GLOBAL FUTURE ANALYSIS
TAILWINDS | LESS MAINSTREAM
Due to internet based technology, media consumption time has become very fragmented the last years and this development is yet started and certainly not on its maximal size. Media will become websites with a combination of text, graphs and video, print will become a very expensive way to publish when paper, printing and distribution cost will increase severely. Also the advertising budgets are moving more and more to digital because digital has two big advantages: 1) advertising target group segmentation and 2) advertising effect analysis. But the major development in media is that media companies looses more and more media consumption time each day. Publishing engines are taking over media consumption times rapidly. This development is called Web 2.0, and it's mainly about user driven content. The media consumer is also becoming the media supplier. Of course a lot of crape is uploaded, but isn't the Internet about being smart in finding what you're searching for? YouTube, MySpace, FaceBook, Yahoo, Windows Live, Hyves, EBay, dating sites, etc. The user is moving from the outside of the media market to the centre. The user will become the final centre of the media market. Less mainstream is more diversity. More diversity gives better knowledge and developments. Less mainstream is also less central media consumption time and more enhanced local consumption time. It's clear that the Internet makes the global world smaller and the local world bigger.
Author: Gijs Graafland
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