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2025: Visions for the Future of Publishing from Diane Young

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Diane Young, MD of The Drum gives her predictions for the future of the publishing industy at Page Lizard's 10th birthday party.

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2025: Visions for the Future of Publishing from Diane Young

  1. 1. "Earlier on today, apparently, a woman rang the BBC and said she heard there was a hurricane on the way... well, if you're watching, don't worry, there isn't!". MICHAEL FISH
  2. 2. “The horse is here to stay but the automobile is only a novelty – a fad.” PRESIDENT OF THE MICHIGAN SAVINGS BANK ADVISING HENRY FORD’S LAWYER, HORACE RACKHAM, NOT TO INVEST IN THE FORD MOTOR COMPANY. - 1903
  3. 3. “The cinema is little more than a fad. It’s canned drama. What audiences really want to see is flesh and blood on the stage.” CHARLIE CHAPLIN - 1916
  4. 4. The wireless music box has no imaginable commercial value. Who would pay for a message sent to no one in particular?” UNKNOWN - 1921
  5. 5. “Television won’t be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night.” DARRYL ZANUCK, 20TH CENTURY FOX - 1946
  6. 6. “Before man reaches the moon, your mail will be delivered within hours from New York to Australia by guided missiles. We stand on the threshold of rocket mail.” ARTHUR SUMMERFIELD, U.S. POSTMASTER GENERAL - 1959
  7. 7. “Remote shopping, while entirely feasible, will flop.” TIME MAGAZINE - 1966
  8. 8. “I predict the Internet will soon go spectacularly supernova and in 1996 catastrophically collapse.” ROBERT METCALFE, FOUNDER OF 3COM & INVENTOR OF ETHERNET - 1996
  9. 9. “There’s no chance that the iPhone is going to get any significant market share.” STEVE BALLMER, MICROSOFT CEO - 2007
  10. 10. Before we worry about the future, where have we come from?
  11. 11. 1984 First print magazine
  12. 12. 1984 1985 First print magazine Awards Show
  13. 13. 1984 1985 1995 Awards Show SubscriptionsFirst print magazine
  14. 14. 1984 1985 1995 1999 Awards Show Subscriptions WebsiteFirst print magazine
  15. 15. 2003 Email and Data
  16. 16. 2003 2005 Email and Data First revenue from website - £690 for the year!
  17. 17. 2003 2005 2007 Email and Data Consultancy & online data First revenue from website - £690 for the year!
  18. 18. 2003 2007 2009 Email and Data Consultancy & online data Peer to peer networking & learning 2005 First revenue from website - £690 for the year!
  19. 19. 2003 2007 2009 2012 Email and Data Consultancy & online data Peer to peer networking & learning 2005 First revenue from website - £690 for the year! Mobile website
  20. 20. 2003 2007 2009 2013 Email and Data Consultancy & online data Peer to peer networking & learning Live events 2005 First revenue from website - £690 for the year! 2012 Mobile website
  21. 21. 2003 2007 2009 2013 Email and Data Consultancy & online data Peer to peer networking & learning Social channels 2005 First revenue from website - £690 for the year! 2012 Mobile website Live events
  22. 22. 2003 2007 2009 2013 2014 Email and Data Consultancy & online data Peer to peer networking & learning Branded content agency, TV and video, Youtube channel, Native advertising. Internationalisation of site Social channels 2005 First revenue from website - £690 for the year! 2012 Mobile website Live events
  23. 23. 2003 2007 2009 2013 2014 2015 Email and Data Consultancy & online data Peer to peer networking & learning Branded content agency, TV and video, Youtube channel, Native advertising. Internationalisation of site Social channels Retargeting. Ad units. Multiple ad networks. Video ads in-read Mainstream TV. VR & 360 video 2005 First revenue from website - £690 for the year! 2012 Mobile website Live events
  24. 24. 2003 2007 2009 2013 2014 2015 2016 Email and Data Consultancy & online data Peer to peer networking & learning Branded content agency, TV and video, Youtube channel, Native advertising. Internationalisation of site Social channels Retargeting. Ad units. Multiple ad networks. Video ads in-read Mainstream TV. VR & 360 video On site player. International readership and ad spaces. Hubs. Podcasting. Off platform sales. Mobile app 2005 First revenue from website - £690 for the year! 2012 Mobile website Live events
  25. 25. 100% 54% 9% 46% 91% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1985 2008 2015 Print Revenue Non-Print Revenue Revenues not relating to print advertising
  26. 26. Strengths Opportunities Weaknesses Threats
  27. 27. Editorial quality is prized
  28. 28. We have access to multiple channels to market
  29. 29. Excitement around media owners
  30. 30. Used to being in control but will have to let customers string their own stories together
  31. 31. Lack skill and speed to identify the important stuff – new software, new uses for data
  32. 32. Built communities round common interest
  33. 33. Partnerships
  34. 34. Multiple channels to market
  35. 35. FB and other syndication platforms might be wolves in sheeps’ clothing
  36. 36. Brands will act as their own multimedia
  37. 37. Growing body of middlemen taking a slice of publishers’ revenues
  38. 38. Everyone has access to multiple channels to market
  39. 39. Not one industry is immune to change that is about to dismantle everything
  40. 40. Adblockers
  41. 41. My 2025 thoughts
  42. 42. Learn. Unlearn. Relearn.
  43. 43. Print mag still here but a luxury
  44. 44. Not advertisers but partners
  45. 45. Not publishing but servicing needs of our community
  46. 46. Not publishers anymore – collaters and sellers of audience and information
  47. 47. Unprecedented opportunities for internationalisation
  48. 48. Selling audience in many places
  49. 49. Content always has been and always will be king
  50. 50. But delivery will be queen
  51. 51. Platformless publishing
  52. 52. New channels of delivery will continue to come, but most existing ones will still be there.
  53. 53. Face to face will be just as important as ever
  54. 54. What might the new channels be?
  55. 55. Bendy screens
  56. 56. Wearable tech vs wearable tack
  57. 57. Beaming content into contact lenses, maybe even into implants
  58. 58. VR won't require big headsets and our readers will be able to immerse themselves in our content
  59. 59. And participate remotely via VR
  60. 60. Virtual awards shows with trophy being digitally printed
  61. 61. Delivering content based round habits but also predicting from behaviours what to deliver - personalisation will be prince
  62. 62. As for print?
  63. 63. As for print? Still there but tech will allow people to edit their own version together
  64. 64. My one prediction made with 100% confidence
  65. 65. Everything will still take the web team twice as long as they said and three times as long as you thought they needed
  66. 66. Tao: There will be no summer without winter, no ups without downs, no growth without decay. Your ability to thrive depends, in the end, on your attitude to your life circumstances.

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