World Without Media: What Will Fill the Void? Paul Gillin Author, The New Influencers and Secrets of Social Media Marketing

Mainstream Media Collapse Decline in circulation of top 10 newspapers in 2008: 635,000 Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63 TV Guide was sold in October for $1, or $2 less than a single copy. 2009 TV station ad revenue to drop 20 - 30% (Bernstein Research) Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) US Magazine Circulations -63% 25,200 54,350 ESPN Magazine -64% 270,000 750,000 Reader’s Digest -64% 591,300 1.65M National Enquirer -64% 134,900 380,200 Country Living -71% 203,200 522,800 Playboy -72% 154,600 556,300 Redbook -74% 410,000 1.61M Woman’s Day Change 2009 circ. 2001 circ.

Decline in circulation of top 10 newspapers in 2008: 635,000

Average age of US daily newspaper reader: 57

Reduction in US newsroom staffs since 2001: 45%

Growth in NBC prime time audience, 2008: -14.3%

Age of average network evening news viewer: 63

TV Guide was sold in October for $1, or $2 less than a single copy.

2009 TV station ad revenue to drop 20 - 30% (Bernstein Research)

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

New Media Facts Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) Twitter membership up 1,400% last year (Nielsen) If Facebook was a country, it would be world’s fifth largest % of Americans under 33 on social networking sites: 67 % over 55: 9 Word-of-mouth marketing spending to hit $3B by 2013 One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9

Word-of-mouth marketing spending to hit $3B by 2013

You Read it Here First Source: Gallup (Dec., 08 )

From This…

To This

Influence Inversion

Do You Know This Person?

The New Media Structure BLOGGERS ADVERTISERS PUBLISHERS MEDIA BLOGGERS EDITORS JOURNALISTS CONSUMERS

Media Wikification

√ Trust

Filling the Void

The Future of Media Is… Small Aggregated Inclusive Community-driven Conversational Fast Flexible Experimental

Small

Aggregated

Inclusive

Community-driven

Conversational

Fast

Flexible

Experimental

Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video

Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin On Amazon or NewInfluencers.com On Amazon or SSMMBook.com