2013 STATE OF MEDIA REPORT
‘2013 STATE OF MEDIA’ Debunks Industry Myths and Forecasts What’s Next Across Top Formats
Misconceptions about cord-cutting and print’s decline are just some of the angles addressed in the 2013 edition
CHICAGO (August 12, 2013) –
Kelly Scott Madison today released its annual STATE OF MEDIA (SOM) report, providing analysis on advertising industry trends and how they relate to developments in consumer technologies.
The largest edition to date, this year’s magazine offers 86 pages of editorial-style insight into an array of subjects ranging from TV cord-cutting myths to the sudden rise of mainstream gaming. Aside from detailing the next wave of advancements in media and observations on changing consumer habits, the 2013 SOM also serves as a comprehensive landscape overview for marketers.
“We’re providing a resource for both high-level marketers and curious consumers to help them better understand the trends shaping their media experiences,” said KSM President Joni Williams. “Whether that encompasses topics such as upgrades to search platforms, or why new content models in the video sector might empower consumers, we sought to house both sides of the conversation in one publication. I’m happy to say this was achieved, and the resulting product should provide valuable insights to a wide audience.”
Nielsen reports that U.S. consumers watch live TV an average of four hours and 39 minutes per day, which still makes it the leader in terms of overall time spent with video. However, according to the SOM “cord-thinning” or canceling pay channels delivered through traditional providers is on the rise, and could signal more changes for content models in the coming years.
KSM Vice President and Group Media Director Elizabeth Kalmbach had this to say about the topic: “It is essential to look at the acceleration of digital viewership and shifting demographics of video, but those that claim traditional TV is obsolete are simply wrong. While streaming providers like Netflix, Hulu and even Aereo supply attractive cable add-ons or alternatives for some, the reality is we still need to see big growth in online properties before their audiences can ever replace those of traditional TV.”
Aside from challenging premonitions against traditional video, the SOM also discussed print’s struggle to remain relevant in a continuously digitizing world (page 22). Findings show that many magazine publishers are addressing consumers’ need for digital content by offering online “extras,” that extend a feature’s reach beyond the printed page.
However, according to multiple sources magazine ad revenues are down across the board, even though overall digital and print subscriptions increased slightly (less than one percent) and fewer titles shuttered at the start of this year when compared with 2102. The SOM’s main takeaway here is that digital subscriptions for both desktop and various tablet apps are on the rise. Publishers who take full advantage of the predicted 15 percent year-over-year uptick in tablet users will be well positioned for future subscription growth.