Study: The media evolution reaches the masses
The study «Media of the Future 2017,» conducted by Zehnvier Research & Strategy on behalf of Publisuisse, demonstrates in 16 theses that digitalization has now definitively reached the mass market.
But how do the various electronic media interact today and in the future? How can they best be orchestrated? And what challenges must the advertising landscape adapt to? These and many other questions are answered by the "Media of the Future 2017" study, Publisuisse writes in a press release. It is clear that the media evolution that has been observed for several years has now reached the masses, according to Publisuisse. There is hardly anyone left who is not interested in new entertainment technologies and media offerings. However, as interest grows, so do the offerings and thus fragmentation. What remains are the large media lighthouses, which represent a secure value in the large mass of offerings.
In addition to the 16 theses on the media of the future, the brochure contains a recommendation on how to deal with the new media diversity, written by Marcus Schögel, Director of the Institute for Marketing at the University of St. Gallen.
