Touching on one of the trends that Olle Lidbom talked about Monday morning, The Atlantic had an interesting piece in June on the disparity between the advertising spend and what people spend their time and focus on: Why Mobile Will Dominate the Future of Media and Advertising.
For those of you in a rush, here's a graphic that tells more than a thousand words:
But that does not seem to correlate with what some of our guest lecturers have told us. I believe Kerstin Neld told us very little was spent on ads in print. Or was that more specifically on ads in magazines?
ReplyDeleteAlso, I subscribe to The Atlantic on paper and hope I will get to read the article on paper in the next issue (always arriving late, having to sent them from US).
The confusion could be explained with the small but crucial difference between the US and European markets: in the US the print media makes their money off advertising and practically give the subscriptions away. In Europe subscription volumes are lower and don't warrant the same kind of advertising spend; thus the European magazines have to make their money off subscriptions.
ReplyDeleteTo mix this up even more, Jean-Louis Gassée offers an interesting rebuttal to the claims that the advertising dollars will eventually go mobile. The mobile experience is too different, in his words "the small screen, the different attention modes, the growing concerns about privacy create an insurmountable obstacle."
ReplyDeletehttp://www.mondaynote.com/2012/06/10/mobile-advertising-the-20b-opportunity-mirage/