That’s a strong statement. Here it is again, all forms of media will be intangible in 5 years.
That was Steve Rubel’s prediction in the December 1st edition of Advertising Age (print magazine). Steve wagers that, “by January 2014 almost all forms of tangible media will be either in sharp decline or completely extinct in the U.S.”
Tangible media = newspapers, magazines, books, DVDs, boxed software, video games, etc.
He asks that we consider these points:
- The success of Amazon Kindle.
- Random House is making 15k books available online.
- Microsoft’s Xbox is open to user-generated games available online for download.
- Apple setting the tone through its iTunes store with downloadable iPhone and iPod Touch games.
- Netflix offering play-on-demand movies over the Internet.
- Christian Science Monitor closed its print copy and made all content available online regularly.
All forms of media will be intangible in 5 years? Steve makes some good points but not sure I can get behind this. Consider the Pew Research stats we published earlier this week that 35% of surveyed adults still get their news from newspapers. Those same adults are readers of books, readers of Time magazine and Sports Illustrated.
I agree the majority of media and communications are moving online. But not all and completely. Not in 5 years.
Back to Steve’s main point, what does this mean for advertising? It means that online marketing and ad firms like JASE are becoming more popular and in-demand. The expertise is substantially different than owned by conventional ad firms.