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2020: What Does the Media Look Like?

Posted:
03 July 2014

Author:
@LaureNouraout

Last Tuesday, the UDECAM (a gathering of French media agencies) in partnership with Le Figaro, a French daily newspaper, published a report entitled 'What Will the Media Landscape be in 2020?'. Contributors from Google, Twitter, Microsoft, as well as publishers and media agencies took a look at the latest innovations and trends to forecast a future media climate (the report is accessible in French here).

One of their most compelling points is the separation of the message from the medium and how this trend blurs the once strict divide between different sectors. Similarly, all media become multi-media, putting everyone in a more competitive environment: 'We will no longer talk about the press but about the information, we will not talk about television but video. And finally, we will no longer talk about advertising but marketing.'

Tools and timing will not matter much anymore, as media are 'giving a verified information, analysing it, putting it into perspective, illustrating it—all ranging from live coverage [...] to enriched background articles'.

There will also be a move toward more audience focus. We have all heard of Big Data, but what does that mean for newsrooms? Media can now access detailed insights about who is reading, for how long, on which platform, etc. But how to use it? By 'refining knowledge about the consumer and also integrating him in content production and editorial'. Knowing the reader opens the door to better content recommendation, which aligns with the news personnalisation boom. This can only happen as long as there is data privacy, to answer consumers concerns.

Survivors and Business Models

As native advertising still needs some improvement and paywalls are not yet paying the bills, media are coming up with three new business models: 

  • Function like a foundation, with philanthropists funding information production
  • Be part of a global communication company
  • Have activities around services and events

Photos: University of Salford, Patrick Hoesly.