Quantcast
return Home

Media predictions for 2017

It's been a year where hopes rose over Facebook's metrics, only to be dashed a couple of months later, where migration to mobile dominated, where chatbots rose in popularity and VR took audiences to places and spaces they'd never been before. Over the last 12 months, we learned about the evolving use of mobile, algorithms, the blight of #fakenews, and opportunities for collaboration punctuated the digital space.

This year, we asked two of our FIPP Board members for their forecasts for the year ahead.

Here's what they had to say:

Yves Bougon, president and CEO, Hearst Fujingaho Co., Ltd.

Yves Bougon ()

Picture credit: Naoto Hayasaka

What are your predictions for 2017?

This will definitely be a very tough year for all publishers! In Japan, the gap between the winners and the losers of the digital transformation will widen. More innovation is needed, more investment in digital infrastructure and platform are required, more digital expertise and people are necessary; etc., so it will become very difficult for the traditional publishers to catch up unless they realize they have to change drastically their business model. After 2017, the old world will be gone forever.

Are there new ways of storytelling you are exploring for 2017?

Of course. Storytelling through new tools and platforms like video and social content; storytelling through interactions and on-ground engagement with more and more live events; storytelling through new topics and features like sport, health, environment and social issues. These would be important ways to re-connect with our customers.

Will new platforms be the way to go? And, are any on the way out?

There are always new platforms coming, and old ones exiting. This is the new order… But we’ll keep on creating and distributing high-quality and reliable content. This is our long-term strategy, which doesn’t rely only on catching up with the latest digital fad.

Is this the year digital revenue catches up?

Our digital revenue has been growing at a rapid pace since 2010 for E-commerce, and 2014 for digital advertising. Currently, one third of our revenue comes from digital related businesses, and we aim to make it 50% by 2020. It’s definitely catching up!

Will Facebook and Google continue to dominate? Are there any solutions to that, that you see?

In Asia, there are other dominant players, and Facebook and Google are not the only ones. Recently, the Japanese mobile operators have been looking for good content, and are proposing win-win schemes for publishers. They’re plenty of opportunities in the market, and it’s not limited to a duopoly game between FB and Alphabet. Our solution is to diversify our digital revenue stream as much as possible. 

Get in touch with Yves.

James Hewes, lead consultant at Soho Consulting

James Hewes ()

What are your media predictions for 2017?

More of the media businesses that haven’t yet fully embraced digital will go to the wall or be sold. Higher volume of transactional activities as publishing businesses continue to re-organise their portfolios.

The relentless pressure on Facebook to accept that it’s a media business will become too great to bear and they will take some real concrete steps towards accepting this, maybe even appointing an Editor-in-Chief. Similarly, the pressure on Facebook and other digital platforms to embrace open, standardised measurement will start to bear fruit.

Apple will jump into the content business in a big way, potentially even announcing plans that see it out-spend Netflix and Amazon (although this is my riskiest prediction!)

The debate around transparency in the advertising agency industry will fully break into the open, probably in the US market. TimeInc is ‘in play’ so I would expect them to be acquired at some point in 2017; same with Twitter.

Are there new ways of storytelling you are exploring for 2017?

Not any new ones as we’ve not really fully exploited existing ones. In terms of what’s there at the moment, video will continue its relentless drive towards pre-eminence for all content producers. We’ll probably do some experiments with VR, too. 

Will new platforms be the way to go? And, are any on the way out?

It’s really hard to see beyond Facebook for digital platforms. There might be some new ones worth experimenting with, perhaps some of the Asian market’s chat apps would be interesting. Twitter seems to be having a tough time at the moment and it really doesn’t seem to be driving a lot of traffic for most people so I suspect it will continue to decline in importance.

Is this the year digital revenue catches up?

In terms of share of adspend relative to importance? In a word. No. There’s still a huge gap, partly because marketeers haven’t caught up with the new reality of how people spend their time and partly because of the lack of innovative solutions for mobile advertising

I can only really see that gap coming down significantly if there’s a major innovation in mobile, something that doesn’t seem to be on the horizon yet

Will Facebook and Google continue to dominate? Are there any solutions to that, that you see?

Yes. No, no solution in the short term. Longer term, it really needs the publishing industry to come together and lobby those companies with a single voice, working with other similar organisations to ensure that all content creators (and marketeers etc..) are talking to them with a unified voice. Don’t see any sign of that though!

Get in touch with James.

Do you have a forecast for 2017 you'd like to share? Get in touch with Jessica.

More like this

Five predictions for the future of publishing

Trends for 2016: Six predictions for what will happen

Chris Llewellyn's 2016 magazine media predictions

  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Monetising content - from distribution to subscription Diversifying revenue streams is naturally on top of the to do list of the execs of most publishers. It is a topic that was widely covered at DIS 2017 with a number of speakers addressing the issue of monetisation from a number of differing perspectives on Day 1 and Day 2. 21st Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld
  • Vivendi CEO highlights ‘five big opportunities for content creators’ There are five big opportunities right now for content creators. “Shared pain has been replaced by shared opportunity,” Vivendi CEO Arnaud de Puyfontaine said at Digital Innovators’ Summit 2017 today (21 March). 21st Mar 2017 MagWorld

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site