TAPTU CEO Ashley Harrison

Ashley Harrison Ashley Harrison, TAPTU chief executive of the American social News reading and distribution platform, recently published a forecast in the Forbes online edition of the US financial journal, predicting trends in the US digital media in the 2013, including advertisers and publishers ' focus on mobile platforms , iOS magazine applications bleak and Google (microblogging) news influence will decline and so on.

The following is the full text of Harrison's article:

As the world has entered the digital and mobile age, the media is also undergoing its own transformation every day. As smartphones and tablets begin to replace PCs, advertisers and content publishers are also starting to look for new target groups to continue to secure their revenues. In the global content distribution industry, a new door opens every day, and the old door closes. Because of this, 2013 is destined to become mobile consumption of the year, advertising and content distribution is destined to join the ranks.

The following are my own five predictions for the trend of digital media industry in the 2013:

First, advertisers and distributors attach importance to mobile platform, mobile devices will become the most important way to read news

In the upcoming year, the PC market is close to stagnation, while tablets and smartphones are leading. Mary Meeker, the Internet queen, Meeker in her 2012 Internet Trends report that in 2012 global smartphone use was close to 1 billion, and it was expected to increase to 1.2 billion in 2013. Some people in the industry still have different views on whether mobile devices will really open up the next generation of personal technology, but the huge increase in digital content revenue is closely related to the transformation of the digital industry into mobile services.

With the development of digital revolution and the increasing use of mobile devices, the change of the industry pattern of mobile service is unavoidable. These new trends have forced advertisers to look for new ways in which users can continue to watch the ads they put in. More precisely, advertisers and major brand makers have realised that this strategy will not work if the AD model on the desktop, such as banner ads, is simply ported to the mobile platform. That's why some new advertising models, such as full-page advertising for tablets, have begun to surface and are growing fast.

Consumers spend time on mobile devices (10%) and advertisers in mobile platform advertising funds (1%) between the gap between the advertisers and the corresponding mobile service platform to provide a great opportunity. As more and more consumers have moved the mobile platform as the primary way to get news, advertisers and content publishers will realise that consumers should make full use of new trends in news-reading choices. The era of mobile platform dominance is coming.

For the world's major news sites, they have witnessed a shift in consumer news reading habits. For example, the web version of the top French news website, the Figaro, is now more than half the flow of mobile devices. The Guardian of the United Kingdom announced in November this year that 30% of its Web site flows from mobile devices. Guardian Vox Media, an emerging digital media service provider, also says its 30% traffic comes from mobile devices.

Second, the iOS magazine application prospects are Dim

In the iphone era, "there will always be applications for the corresponding business of iOS" has become a mantra. But the phrase does not apply to magazines, at least not to magazine applications. While the newsstand subscription service in Apple's itunes service is intended to offer a new option for the decline in print magazine sales, the app is still wrapped up in magazine issues. While there is no error in the general direction of the change in the number of major magazines to the digital business, the newsstand subscriptions and downloads will be replaced by other simpler applications, so that consumers can quickly pick up digital content that meets their needs.

Content publishers and users are also biased towards such news aggregation services, because such services can drive content distribution and the size of news consumption. Content publishers are also aware that news readers will become alternative services for users to subscribe to, and are also transforming into such platforms and publishing their content in streaming content. The recent cancellation of the daily application of News Corp's ipad-only release is a classic example of the demise of the magazine application.

Third, Google news influence will fall

Even internet giants such as Google are also affected by the shift in digital distribution patterns. The news industry as a whole is looking for new models of profitability and has asked for fees for content that was previously available for free. The services that used to be free of charge include Google News.

154 members of the Brazilian Press Association have said they have withdrawn from working with Google News to protest against Google's failure to pay the newspaper companies for content display and quote fees, which account for about 90% of the country's newspaper circulation. France and Germany are also hoping to put pressure on Google by legislation to make it pay royalties to the newspaper companies involved.

While Google News has launched apps for mobile devices such as the ipad, the impact of the service will undoubtedly be undermined by a reduction in the number of content publishers supported by Google News. Predictably, major content issuers will be more proactive in seeking new models of profitability during the 2013.

Iv. Mobile Equipment News distribution revenue will occupy the total revenue of the digital distribution One-third

Since the Content Publisher Web site has one-third traffic from mobile devices, it is expected that mobile news releases will occupy 33% of the market share from the point of view of total digital content distribution during 2013. At present, only 30% of users read news through mobile devices, and the ratio is expected to continue to grow. As content publishers and advertisers enter the mobile business, the revenue from mobile news releases will undoubtedly increase dramatically.

Five, "Super blog" will become the leading

The advent of the digital age, so that ordinary consumers can also use all kinds of new technologies and service platforms, and then publish various kinds of network content, so that the scale of digital content to further expand, content publishers also spawned a variety of types of specific sites, content related to fitness and design and so on. Due to the more convenient content distribution, some so-called "super blog" Users will grow rapidly, and in the specific content issues to establish their own authority, while attracting well-known writers to participate, users are willing to continue to visit such sites. and websites such as AOL, Gawker, etc., will continue to acquire high flow blog sites while strengthening their content investment. Previously, AOL has TechCrunch and Engadget two high traffic sites for their own.

Digital distribution and hyper-blogging, after adapting to digital media, will move into the internet and mobile advertising markets, which will also be the main source of revenue for top digital distributors and super blogs around the world. In the past year alone, the U.S. newspaper's digital content revenue increased by $1 trillion, its printing business lost $13 trillion. However, the digital business is "money" unlimited. Previously, U.S. newspaper and magazine sales of digital advertising increased by 60%. The sales revenue is expected to be between 76 million and 100 million dollars during 2013. Naturally, these super blogs and their highly loyal user base will undoubtedly become the ultimate destination for such online advertising funds.