Advertisers prefer to associate products with well-known entertainment
brands, said Tracey Scheppach, video innovations director at Starcom, a media
agency. “YouTube hasn’t done a great job justifying why advertisers should
migrate online.”

Shorter, amateur clips make up the vast majority of YouTube videos. Hulu’s
hit shows range from The Simpsons to The Office, from media owners including
NBC, Sony, Fox and Viacom

"On peut parler d'une décélération historique", a estimé M. Legendre qui,
pour les comparer aux précédentes crises, a retraité tous les chiffres sur la
même base en euros.

Au premier semestre, le marché français a déjà fondu de 915 millions d'euros
par rapport à la même période l'an dernier.

Sur l'ensemble de l'année 1974, sous l'effet du choc pétrolier, il avait
perdu 400 millions. En 1991, en pleine guerre du Golfe, le recul était de 660
millions, et en 2001, avec l'éclatement de la bulle internet, de 570
millions

Autre spécificité: cette année, aucun média ne semble échapper à la crise,
qu'il s'agisse de la télévision (-19,4% à 1,467 milliard), de la publicité en
extérieur (-14,7% à 554 millions), de la radio (-14,7% à 268 millions) ou du
cinéma (-24,2% à 25 millions).

Même internet souffre, avec des recettes qui baissent pour la première fois
(-7% à 242 millions). Une tendance à relativiser toutefois car les chiffres
n'incluent pas les liens sponsorisés, son vrai moteur de croissance.

Dans la presse, la situation est mauvaise pour les magazines (-18,4% à 563
millions), les quotidiens nationaux (-24,8% à 134 millions) et régionaux (-11,8%
à 488 millions), ainsi que pour la presse gratuite (-28,7% à 398 millions).

Dans ce dernier segment, qui comprend aussi les journaux de petites annonces,
seule la presse gratuite d'information tire son épingle du jeu avec des recettes
en hausse de 3%.

France Pub estime que les dépenses de communication des annonceurs dans les
médias plongeront de 14,8% en 2009, après une baisse de 1,5% en 2008.

Au niveau mondial, les perspectives sont tout aussi sombres et la plupart des
agences publicitaires ont revu à la baisse leurs prévisions annuelles.

Carat (groupe Aegis Media) attend un recul de 9,8%, GroupM (WPP) table sur
-5,5% et ZenithOptimedia (Publicis) prédit -8,5%.

• Embrace Twitter. Twitter is simply a huge echo chamber made up of
  millions of people. It is absolutely a source of news, but it is not
  ‘journalism’. That's your job: to make sense of noise, to validate sources and
  stories, and to unearth the news. As such journalists should tune into Twitter.
  Follow influencers and use Twitter as a filter. People will follow you back and
  you can use Twitter to create an awareness of your work. 
  
• Produce video. It is easier than ever to shoot and
  distribute video. There are inbuilt cameras in your phones and laptops. There
  are sub-£100 made-for-the-interwebs video cameras such as the Flip, and low-cost
  HD cameras for not too much more. There are loads of video sites to help you
  push out your content. Adding video you an online article is incredibly
  straightforward. Print-based journalists might find that some stories benefit
  from having a video element... you have the option of telling stories in richer
  ways. 
  
• Mobile is a truly wonderful tool. It has never been easier
  to capture ideas, build out stories, and publish content. There are so many
  amazing mobile apps out there that will help journalists. Audioboo. Dictaphone
  apps. To-do lists. Workflow tools. Built-in cameras. Video capabilities.
  Notebooks. Mindmaps. Messaging. The mobile phone really is the journalist’s best
  friend. The iPhone is simply amazing (if your boss only knew he'd surely pay for
  it). Learn how to get the best out of your phone...

• SEO is the one acronym that you really need to learn. It
  stands for ‘search engine optimisation’ and it is the science of pushing your
  stories towards the top of Google. You need to know how to optimise your work
  for Google, to boost ‘findability’. Today’s news isn’t tomorrow’s chip paper: it
  is archived in Google forevermore. In the future, writers
  with some basic SEO skills will have an advantage over those that don't
  possess any. Do your (keyword) research and figure out what you want to
  rank on in Google. Once you start seeing success in the search engines you’ll
  get the bug, and will understand the value of tagging and online copywriting
  generally.
  
• Learn to love links. Following on from the last point,
  links are what make the online world spin. They make Google tick. Links provide
  traffic and Googlejuice, so get into the habit of giving them out. Understand
  how to write quality links. Keep an eye on those people who link to you.
  
• Tag, tag, tag. Tagging content is a great habit to develop.
  Tags play a huge role in on and offsite search. They make it easier for people
  (and search engines) to find your content. Try to own a niche, because
  niche works best online. 

• Online copywriting. It’s really not so different from
  offline copywriting, though there are a bunch of new things to consider. I wrote
  an
  A-Z of online copywriting, which should provide you with the basics. 
  
• Readability rules. Journalists will already be familiar
  with Orwell’s rules of writing, and they should also be aware of the rules of
  writing for web-based readers. Huge paragraphs are out. Skim-friendly articles
  are in, and I think that's something that is transferring over to offline
  reading. I’m not sure that the trend towards list-based articles (like this one)
  is a particularly good thing, but lists work very well online because they are
  easy to digest and people click because they know what they’re going to get.
  Give the people what they want. In any event, figure out which formats work
  online (there are others), and experiment with new ones.

• Ignore the hype. You may have had your fill of phrases like
  ‘social media’ and ‘Web 2.0’. Alternatively they may give you The Fear. Just
  remember that some buzzwords are more meaningless than others. I loathe jargon
  and PRspeak but occasionally something that sounds terrible is actually full of
  substance and worth investigating. 
  
• Exclusives are passe. All journalists love a good scoop,
  but an exclusive story doesn’t stay exclusive for very long these days. TMZ
  bagged the Michael Jackson exclusive but there were more than 1,000 copycat
  stories on Google News within an hour. Exclusives are great for kudos and links,
  but ‘scoops of interpretation’ are perhaps just as important. And if you cannot
  interpret the story then speak to people who can help. Try to join up the dots
  for readers.
  
• Objectivity is overrated. Only a very small proportion of
  published articles in the mainstream media can be considered ‘objective’.
  Journalists may work hard to file truly objective copy, but any number of
  editors and sub-editors - not to mention publishers, proprietors, commercial
  bulldogs and influential advertisers - can transform stories beyond belief.
  Perhaps it would be better to position yourself on one side of the fence, rather
  than trying to sit on it? Obviously this won't work for every kind of story.
  

• Subjectivity kicks ass. Considering the above, is there a
  way of training your brain to insert a little bit more opinion into your
  stories? It might be that you’re not allowed to do this right now, given your
  platform (go start a blog immediately!), or perhaps the story doesn’t allow for
  it, but my favourite writers all have a strong voice and are happy to holler
  from time to time. Back your own views. Develop your voice. And don't be afraid
  to express an opinion. After all, opinions can help put you on the radar, can
  help you find new work, and may in fact be the future of the news industry (if
  they aren't already).
  
• Participate. Be seen, be heard. Leave comments. Respond to
  comments. Get your name out there. Let people know that you're engaged and
  interested in developing stories beyond the point of publication. But whatever
  you do, don't try to fake it.

• Listen. Writers are getting much better at interacting with
  their readers, and at tuning into what’s being said. Many publishers now allow
  readers to comment on articles, and a number of mainstream media publications
  display author emails in bylines or footers. Readers like to have their say, and
  also to communicate directly with writers (I wrote to one last week to
  congratulate him for the use of the phrase “tang of urea”). Develop relationships and let your
  readers flag up news directly.
  
• Real time news. We’re moving ever closer to the world of
  the present. News is now. Just watch how quickly things are spread virally. It’s
  rare that the first time you read about a big story is in tomorrow’s newspaper.
  A major story doesn’t go unnoticed for long (though one of my friends had no
  clue about Jacko for two days…). Don't sit on stories, and update them as you go
  along (the ability to update articles is a big plus when writing for online
  publications).

• Embrace crowdsourcing. I’m not a big believer in the
  so-called wisdom of the crowd, but there’s certainly a real value in asking for
  help and pooling knowledge. The crowd can help you put the meat on the bones of
  a story idea. The crowd won’t write your story, but they can help you research
  it. The Guardian has crowdsourced to great effect
  recently for the MP's expenses scandal. 
  
• Network. Get closer to your people! Make connections on and
  offline. Develop connections and go-to people to help you flesh out your
  articles with insightful comment. Join relevant groups. Follow interesting
  people. Do the LinkedIn thing and make it easy for people to
  hook up with you.
  
• Learn how to be thrifty. Why pay iStockPhoto $12.50 for the
  use of a picture, when you can grab something from Flickr? There are millions of
  quality pictures available for use under the Creative Commons Attribution
  Licence. Use them. I do.

• Be platform agnostic. As mentioned, there remains a
  divide between offline journalists and their online counterparts. 'Online'
  journalism is still viewed with derision in some quarters, for reasons I can’t
  fully understand (but then I do live on this side of the fence). A story
  does not become good just because something appears in print! The best
  journalists will be able to transfer their skills across platforms. 
  
• Do it now. Don’t delay. Don’t fear the web. Don’t
  wait for your boss to tell you to learn some new skills. If you have a mental
  barrier and have filed yourself under ‘offline’ then slap yourself about the
  face, have a stiff drink, and then reset your watch. Forget about yesterday.
  There’s no time like the present. Embrace all that's available to you, the
  flexible journalist, and use the right tools for your trade. I promise you it
  won’t hurt a bit.