Looking Forward to 2016
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.
SKIMMING THE SURFACE
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…