Microsoft's Steve Ballmer: Traditional media will not bounce ...

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Saved by 7 people (0 private), first by anonymouse user on 2009-06-25

Eugenios on 2009-10-01 - Tags media , online
Conaghan on 2009-06-25 - Tags traditional media , death of newspapers
Semmerson on 2009-06-25 - Tags steveballmer , digitalmedia , cwmdigital , mediabusiness
Matatiloulou on 2009-06-25 - Tags Media
Nicoflores on 2009-06-25 - Tags odm

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on 2009-06-25 by matatiloulou

I said that a while ago. No one believed me then.

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Steve Ballmer, the Microsoft chief executive, said today that the global advertising economy has been permanently "reset"

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He said that within 10 years all traditional content will be digital and yet, Google aside, publishers are failing to generate serious digital revenues.

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For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer.

"There are problems with digital advertising. Start with content and the website environment and [ask] is it suitable for advertising. [That] question is somewhat in the balance as we move forward," he said.

The old approach of simply trying to replicate a print newspaper online is doomed to fail, Ballmer added.

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"There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.

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Louise Branchaud Shannon Emmerson James Conaghan Joe Murphy barb dybwad nico flores Eugene