Microsoft's Steve Ballmer: Traditional media will not bounce back

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01 Oct 09

Eugene
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25 Jun 09

Doug Ferguson
advertising is forever changed

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James Conaghan
Death of tradtional media prediction from Steve Ballmer, Microsoft.

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- "There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.
Shannon Emmerson
Ballmer predicts that all traditional media will be online in 10 years

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- He said that within 10 years all traditional content will be digital and yet, Google aside, publishers are failing to generate serious digital revenues.
- For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer.
  "There are problems with digital advertising. Start with content and the website environment and [ask] is it suitable for advertising. [That] question is somewhat in the balance as we move forward," he said.
  The old approach of simply trying to replicate a print newspaper online is doomed to fail, Ballmer added.
Louise Branchaud
Confirming what I had said to my boss not so long ago

Media
- Steve Ballmer, the Microsoft chief executive, said today that the global advertising economy has been permanently "reset"
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Microsoft chief executive Steve Ballmer claims the global advertising economy has been permanently "reset" at a lower level, warning that media companies should not plan for revenues to bounce back to pre-recession levels. How much do you trust the views

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Ballmer, speaking at the Cannes Lions International Advertising Festival, argued that traditional broadcast and print media would have to plan business models around a smaller share of the advertising market, as revenues continue to move to digital outlets.

"I don't think we are in a recession, I think we have reset," he said. "A recession implies recovery [to pre-recession levels] and for planning purposes I don't think we will. We have reset and won't rebound and re-grow."

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Joe Murphy
Global advertising economy has been permanently 'reset' at a lower level, says Microsoft chief executive. By Mark Sweney

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24 Jun 09

Jorge Barba
Ballmer, speaking at the Cannes Lions International Advertising Festival, argued that traditional broadcast and print media would have to plan business models around a smaller share of the advertising market, as revenues continue to move to digital outlet

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