Look­ing For­ward to 2016

The Insider - - CONTENT -

Pre­dic­tions are a lot like New Year’s Res­o­lu­tions – we know they won’t all work out, but we’re pro­grammed to make them. So in­stead of fight­ing the in­evitable, let’s dust off our crys­tal balls and prog­nos­ti­cate about what 2016 might bring.


For those of you in­ter­ested in just the tip of the ice­berg, here’s a quick snap­shot of what I think we are in store for…

1 The dou­ble-edge sword of ad­ver­tis­ing au­to­ma­tion will con­tinue to be wielded by pub­lish­ers as they look to har­ness its huge po­ten­tial, but all they’ll end up do­ing is fur­ther alien­at­ing their au­di­ences.

2 Big Data and Ar­ti­fi­cial In­tel­li­gence (AI) will blur into Smarter Data to ex­ploit be­hav­ioral an­a­lyt­ics so pub­lish­ers can bet­ter pre­dict how peo­ple will dis­cover, con­sume and en­gage with con­tent. It won’t solve the prob­lems of pred­i­ca­tion #1 this year, but it’s a good start.

3 To adapt to world that is mov­ing from a knowl­edge-based econ­omy to a pas­sion-based one, more pub­lish­ers will look to seg­ment­ing their con­tent based on peo­ple’s pas­sions.

4 More pub­lish­ers, par­tic­u­larly in the mag­a­zine in­dus­try, will di­ver­sify their busi­nesses to try and at­tract and en­gage with au­di­ences be­tween page flips.

5 Af­ter dab­bling in gam­i­fy­ing news for a few years, larger pub­lish­ers will look to in­te­grat­ing unique con­tent with im­mer­sive en­ter­tain­ment, in­clud­ing Vir­tual Re­al­ity (VR) and Es­cape Games.

6 More ex­per­i­men­ta­tion will emerge, but the gap be­tween those pub­lish­ers will­ing to ex­per­i­ment and those just rid­ing the wave will widen.

7 Pub­lish­ing will con­tinue to make for strange bed­fel­lows as more transna­tional and cross-in­dus­try con­sol­i­da­tions oc­cur, fur­ther dis­rupt­ing the pub­lisher-jour­nal­ist value equa­tion, mostly for the bet­ter.

Cu­ri­ous about what lies un­der­neath these fore­casts? Read on…

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