Radio isn’t the only medium to focus on the year 2020. Magazines are also hoping that’s the year they start earning serious money on internet initiatives that are in progress now. There’s hope that by then the industry will be reaping some $25B in internet revenues. According to an article in paidContent.org, the industry needs something, since its paid circulation declined from $282M in the first half of 2006 to $277M in the first half of 2007, with the trendline pointed down further for this year’s first half. The good news is that magazine website traffic is up, but the industry is still trying to figure out how to monetize that traffic.
RBR/TVBR observation: Ain’t that the truth. Browsers are used to getting free content. Put a dollar sign on the portal, and they will simply find another one that doesn’t have a lock on the door. What seems to be working today may be impossibly antiquated in just a couple of years. The winners will move fast, make good mistakes, learn from them and move again.