Who is in control of your brand?

Thanks to Laurel Papworth,  I discovered that in the US internet has overtaken newspaper as a primary source of news 40% (internet) to 35% (newspaper). Another amazing stat is that the percentage has grown from 24% to 40% from the same time last year.

However, considering all this, TV still dominates as a primary news source for all people at 70%.

One powerful finding shows that 59% of people under 30 yrs old see the internet as a primary source, this is up from 34% last year, equating to about 50% growth. On the flip side, TV has declined from 68% to 59%, a 11% decrease.

And as Laurel Papworth puts it

Remember, 71% of Australians don’t trust the printed word. Many more trust online news. And the Pew study confirm that 2008 was the year that that view went global.

*Research: Pew – Figures add to more than 100% because multiple responses were allowed

If I were in the newspaper business I’d be thinking of a new name for my industry, without the news, its just paper, and Reflex are doing pretty well in that space.

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Jye Smith, over at ‘a digital perspective‘ has posted Ravi Prasad’s views on the highlights of 2008 and what the future brings for digital media.

I agree with many of his predictions, but for me the key points of his post are:

1. Traditional agencies still aren’t getting it

I was left with the impression that many major agencies, brands and media groups don’t yet ‘get it’ or are resistant to the evolution of the media space – this resistance was sometimes at very senior levels and within groups of powerful decision makers. For me, encountering this resistance raised some interesting questions, but I’ll come back to this at the end

2. Marketers, brands and agencies are slower than consumers

The biggest lesson to be learnt is that by 2013 advertising agencies, brands and marketers will have caught up to what consumers were doing in 2009.

3. Follow the consumers, Facebook and MySpace are just the start, more are on their way

In 2009, look for more platforms defined by target market demographics (and dispositions) and less by USPs or other brand propositions.

Social media, in general will evolve with speed and we’ll see a lot of new utility from existing platforms.

4. TV will continue to play catch-up with ABC leading the charge

By 2013, TV networks are in full blown crisis.

Video sharing platforms will now have a bigger share of audience than some networks.

Networks would have turned to a raft of different things to stop the haemorrhaging. All those cool things that the ABC Digital department are doing (think of what they did with programs like the Gruen Transfer to foster online interaction with the show) will be standard practice across most of the programming on most networks – including drama.

5. And his final wrap-up of what 2013 will look like

Given resistance to change from senior brands, agencies and marketers, and the inevitable necessity that change has to happen, I think my final prediction is this: by 2013 there will be a massive change in leadership underway amongst senior brands, agencies and marketers. This will be driven by a crisis or relevancy. We will see, among other things, entirely new classes of marketing, strategic and creative businesses.

You can read the full article here

http://jyesmith.com/a-digital-perspective-ravi-prasad-head-of-strategy-topia/2008/12/16/