World Without Media: What Will Fill the Void? Paul Gillin Author, The New Influencers & Secrets of Social Media Marketing Conversation Insight Action Results

Mainstream Media Collapse 2008 Newspaper Layoffs: Nearly 9,000 Source: Erica Smith (graphicdesignr.net)

Old Media Facts Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year. TV Guide was sold in October for $1, or $2 less than a single copy. 2009 TV station ad revenue to drop 20 - 30% (B e rnstein Research) NBC prime time audience down 14.3% in the past year. Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly entertained the possibility of becoming cable channels. Age of average network evening news viewer: 63

Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year.

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

2009 TV station ad revenue to drop 20 - 30% (B e rnstein Research)

NBC prime time audience down 14.3% in the past year.

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

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly entertained the possibility of becoming cable channels.

Age of average network evening news viewer: 63

New Media Facts Teens watch TV 60% less than their parents and spend 600% more time online than their parents. Twitter membership grew more than 1,400% last year (Nielsen) Facebook’s population would make it the world’s fifth largest country. 64% of online teens create some kind of published content (Pew) One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets.

Teens watch TV 60% less than their parents and spend 600% more time online than their parents.

Twitter membership grew more than 1,400% last year (Nielsen)

Facebook’s population would make it the world’s fifth largest country.

64% of online teens create some kind of published content (Pew)

Internet Eclipses Newspapers As Preferred News Source Source: Gallup (Dec., 08)

How’d We Get Into This Mess? Publishers saw Internet as just another channel Content devalued through free distribution Media delusions of grandeur Failure to address information democratization Craigslist Google High infrastructure cost Media consolidation Recessionary “perfect storm.”

Publishers saw Internet as just another channel

Content devalued through free distribution

Media delusions of grandeur

Failure to address information democratization

Craigslist

Google

High infrastructure cost

Media consolidation

Recessionary “perfect storm.”

The Traditional Model

Information Democratization

How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

Can This Patient Be Saved?

“ When someone demands to know how we are going to replace newspapers, they are really demanding to be told that we are not living through a revolution. They are demanding to be lied to.” --Clay Shirky

We, the Media

The New Newspaper?

√ Trust

A Multitude of Ideas

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

The New Journalism

The Future of Media Is About… Small markets Aggregation Inclusion Community Conversation Fast Flexible Experimentative

Small markets

Aggregation

Inclusion

Community

Conversation

Fast

Flexible

Experimentative

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