2011 Media Predictions From The Pros

With 2010 really, really wrapping up (yeah, we've said this before, but now we really mean it), we thought it pertinent to gather together industry opinions on how media will change in 2011. Pete Blackshaw writes in AdAge to keep an eye on: Defensive Branding. "While 2010 kicked off with high levels of almost irrational exuberance over social media, this month's Twitter-powered Wikileaks attack on MasterCard, Visa and other major brands primed 2011 for higher doses of brand and corporate paranoia."All the World's a Service Desk. "Get ready for anywhere/anytime customer service, from the usual suspect brand stands --Twitter and Facebook -- to vastly improved online communities and real-time chat. Aided by better measurements, brands will come to appreciate that efficiently answering questions and solving problems for consumers not only pays out, but also leaves a viral media annuity."The End of Resumes. "Resumes will become increasingly irrelevant to the job-recruitment process. With or without formal policies, more recruiters and employees will lean on the web as a primary form of candidate due diligence." Meanwhile, Keith Trivitt blogging at PRSAY compiled PRSA members' thoughts on the big trends of 2011. Included: location-based apps like Foursquare and Gowalla, "more opportunities and RFPs coming to public relations firms," and, again, reputation management. And then Ken Doctor takes on the journalism myths of 2010 that may or may not be busted in 2011: "Readers won't pay for non-business content...Exhibit A will be the New York Times, with its new metered payment system to launch early in the year. If the Times can claim one to two percent of 30 million or so uniques (its internal count) — or 300,000 to 600,000 paying customers — that'll be a major milestone.""Tablets are just another device. There's a we've-seen-it-all-before-sense here for some content producers. Aren't tablets just another device, like phones, which cost a lot of money to format for, but don't produce game-changing revenue results? My sense: the tablet is the post-print reading device. Any publisher who doesn't plan for tablets to hasten the print to tablet demise will be left out of the future.""Public Media is different from Private Media. Yes, and no....The old labels won't stick." For more media predictions, follow the links to the original posts...and then tell us what you think.

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2011 Media Predictions From The Pros

Rachel Kaufman

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Rachel Kaufman