The Future of Everything

Posted on: January 5th, 2010 by: Zack Seckler

Lot’s of interesting predictions for 2010 this past week but one article that caught my interest was an overarching piece in AdAge Planning Your Next Move in Ad Land that gives a comprehensive list of projections about a variety of industries; many of which could be very useful to photo industry professionals. If you’re a product photographer for example it might be nice to know that beverages are going to have a a bitter pill to swallow this year “The beverage industry is waging a battle on two fronts: against a potential tax targeting sugary beverages and against critics positing that those same beverages are to blame for obesity. It’s a battle that will surely grab plenty of headlines in 2010.”

A section on the future of print is definitely worth checking out:

“In short, this will be the year when publishers find out whether readers will pay for digital content.

The first front is probably the least promising: wringing circulation from newspaper websites. All through 2009, players and outsiders decried the way newspapers post their content online free for all to read. Steve Brill and others started businesses to help newspapers start charging web surfers. Frank Rich and others pointed out that consumers got used to paying for TV.

Unfortunately, there’s so much free information around that most publishers are probably going to struggle to make much money this way. “Proving that what comes up must come down,” Fitch Ratings wrote in December, “Fitch expects pay walls will be erected and dismantled in 2010 as media companies (with print products) experiment with charging users for online content and are ultimately disappointed by the results.”

The more intriguing avenue for publishers is selling electronic editions tailored for display on iPhones, electronic readers and those tablet computers everyone is eagerly anticipating. CondĂ© Nast’s GQ and Hearst Magazines’ Esquire are already selling iPhone apps that deliver an issue’s content plus video, interactive ads and other extras. Time Inc., News Corp., Hearst, Meredith and Conde Nast have formed a joint venture to build a digital storefront. They’ll still face a sea of free competition, but consumers have already shown they’ll pay for apps and content on cellphones.”