The Market and the Trend
Modern media consumers are mobile and electronically networked. They are used to being able to access information from many sources and exchange experiences with others via social media. Only gradually and with considerable restrictions do they get used to pay for contents and for using information and communication platforms. The free-of-charge culture of the internet cannot be eliminated and paid content did not prevail.
This digital transformation has a massive impact on the media sector business. Print revenues are falling, the digital business needs to be understood and initialised with high investments, and new business models need to be extended on mobile platforms. At the same time, publishers need to consolidate their activities to face the cost pressures resulting from this transformation.
Consolidation also takes place within agencies, where the trend is towards full-services. In this context, a great demand for skilled people capable to build up robust and flexible solutions emerges, which only succeeds with great experience in managing complex projects. Media agencies of traditional nature cannot fully cover this demand, as their structures are oriented rather towards dynamic creation than towards stable planning.
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