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Five key media tech trends from October

Behind the consumer headlines of Facebook and fake news, the business of media continued to march on in October 2017, with a raft of new announcements and emerging trends. We’ve here taken a look at five of the key updates from the month from an industry point of view. 

Future Today Institute 2018 trends

The Future Today Institute released its 2018 tech trends report for journalism and media in October, predicting ‘the beginning of the end of smartphones’ next year. This is a bold assertion, based on the premise that conversational interfaces such as smart speakers will ultimately replace traditional handsets. The report also places high emphasis on the accelerated growth of artificial intelligence, media convergence, and digital decentralisation - a particularly important macro trend as governments around the world begin to examine the real possibility of stronger internet regulation. You can read the full report here.

Tech Trends report ()


Native Advertising Industry releases 2017 report

More specific industry research was released in October, with 91 per cent of a surveyed panel of 217 magazine executives from 53 countries stating that native advertising was either ‘very important’ or ‘important’ to their business. Jesper Laursen, CEO of the Native Advertising Institute in Denmark, spoke at the FIPP World Congress at the beginning of the month, and you can view his full speaker presentation here.

The report also showed that in 2016 native accounted for 21 per cent of overall publisher advertising revenue. By 2020, magazine publishers expect that number to almost double to 40 per cent. Additionally, 54 per cent of publishers said that they are already selling native advertising and a further 37 per cent are ‘Likely’ or ‘Most likely’ to do so in the future. Ninety-two per cent are providing written content, 63 per cent video and interestingly 45 per cent are offering native events. You can download the full Native Advertising Industry 2017 report here.

Native Advertising Trends 2017 - The Magazine Media Industry (NAI & FIPP)


New FIPP Chairman calls for greater collaboration

Another big announcement to be made at World Congress in October, was the appointment of a new FIPP Chairman. Ralph Büchi, the COO of the Ringier Group and CEO of Ringier Axel Springer Switzerland, was officially named as the newly appointed Chairman of FIPP at the event, having served as a member of the the board of directors since 2008 and previously holding roles including president and vice chairman.

In an exclusive interview for FIPP, Büchi called for greater collaboration within the industry, citing this as a way to face challenges as well as taking advantage of the opportunities that a newly under-fire Facebook and Google ecosystem could clearly create for traditional media brands. He also highlighted the importance of a free and fully functioning press at a time of growing uncertainty in the world, saying: “It’s essential for the functioning of a democracy and an open society. And with all the tragic and also difficult events we see from terrorism down to the election of the US President, or the political developments in Turkey for example or certain Eastern European countries, people realise more and more what independent journalism stands for and how important it is.”   

You can view the full video interview here.


Mobile helps Time achieve record breaking audiences

New York Stock Exchange-listed (NYSE) Time Inc. announced record audience figures in October, with more than 139 million monthly unique views, representing a year on year increase of 27 per cent. The company said that much of this growth could be attributed to mobile, which now accounts for 84 per cent of Time Inc.’s total digital audience. Traffic from mobile devices, including smartphones or tablets, was up 37 per cent at 116.3 million UV's, while around 93.7 million UV's (up 38 per cent year-on-year) are mobile-only visitors. There were big wins for flagship brands like People, Entertainment Weekly, and Sports Illustrated, and Rich Battista, president and CEO of Time Inc., said “we are leveraging our massive scale and powerful brand portfolio to serve our consumers anytime, anywhere across platforms.” You can read the more about this story here.


Time Inc UK brands ()


Elle partners with YouTube has announced its first ever partnership with YouTube, creating a new series designed to promote inclusivity in fashion. The series, called "Fashion for All," celebrates New York Fashion Week while bringing together a diverse group of six YouTube stars for a takeover of the studios at YouTube Space New York. The video-series will run for approximately two weeks, with new updates being published to the YouTube channel daily. “We really wanted to highlight women who found their own identity in the fashion and beauty space,” said Anna Jimenez, Hearst Magazines Digital Media's director of editorial video content, “creators who saw a lack of representation for people who looked like them, but didn’t get halted by it.” You can read the full article here.



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