Latest Borrell media panel from Q3 2009 reflecting panel\'s views on changing media environment and channels--bleak outlook on phone directories while mobile applications and Google continue strong.

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Summary Analysis: Print Media
Results from : Questionnaire 3, Round 2
Probability
10
More people access the
Web via mobile devices
than desktop computers.
8
Metro phone books are no longer
published in the Top 20 cities.
The majority of today's major daily
2 10 newspapers become weeklies,
published on Sundays only
6
Two to three major national interactive networks
form, each creating alliances with local affiliates.
Local interactive units without a national network No local market has more than two locally
affiliation struggle to survive. produced TV news programs.
0 2 4 6
41 8 10 12 14 16 18 20
7
6
m
4
O
5 A single interactive media operation emerges as the traffic
u
o
T
c
e
r
t
i
3 and revenue leader in every local market; all others are a
The predicitions of distant second.
banner advertising's
demise go unrealized; After years of training, legacy
banner-type advertising media print and broadcast sales 8
Feeling disconnected, people unplug their iPods and MP3
experiences a reps are hihgly successful selling 9
players and tune into radio stations that have droped music
resurgence. online advertising; "online-only" 2 formats and now offer news, comedy, traffic, sports and local
sales reps basically become discussion. Radio experiences a resurgence.
support staff to them.
Google becomes a "has been" and sees
revenues go flat.
0