World Association of News Publishers

Megatrends in the Media Industry

Megatrends in the Media Industry

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By 2020, the media industry will be transformed by mobile devices and tablets, says Gregor Waller, a newspaper consultant and former member of the Management Board and Vice President for Strategy and Innovation at Axel Springer's Welt Group in Germany.

Gregor Waller

Axel Springer, which increased its digital revenues from 2 percent of total revenues in 2004 to 24 percent today, and has a goal of 50 percent, has developed a strategy based on what it sees as "megatrends" in the industry, and how it will look at the end of the decade.

These include:

-  Digital reading. By 2020, every German will own at least one mobile device, and 80 percent of them will allow high resolution and high speed internet access.

- Tablets. "In 2020, we believe the lead devices will be tablets and smartphones," he says. "Step by step, they will surpass TV by numbers."

- Print advertising decline. By 2020, print circulation will be down 50 percent from today's numbers, he predicts. "Advertisers have already started to look for alternative media to reach their sales and communication goals," he says.

Mr Waller examined some approaches to be used to deal with these changes, including better exploitation of paid online content, monetizing social media through advertising on the social platforms, the development of tablet and mobile apps, and more.


Larry Kilman's picture

Larry Kilman


2011-04-28 07:19

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