http://blog.borrell.biz Borrell Associates: Tomorrow's Media, Understood Today Mon, 17 Sep 2007 17:41:25 +0000 http://backend.userland.com/rss092 en The World Association of Newspapers (WAN), recently asked Gordon Borrell to offer his vision of newspapers in 2020. Here is an excerpt of that essay. Looking 13 years into the future with any hope for accuracy is a tricky thing. I’m wondering what futurists might have told us about ... http://blog.borrell.biz/2007/09/17/a-vision-of-newspapers-2020-ce/ By Martin Nyberg Digitized billboards are coming online across the country, and some day they could be a real threat to newspaper, radio, and television advertising revenues – both online and off. These electronic billboards are better than giant video Web site ads on the skyline: 330 square feet of full-color, full-motion ... http://blog.borrell.biz/2007/08/27/digital-billboards-cometh/ by Kip Cassino Anyone who has watched “lifeboat” movies knows how they progress. As the days lengthen, the crew stretches rations to a few morsels of food and a single sip of water. The weak are cast into the sea as they swoon. But, eventually, the rations run out and ... http://blog.borrell.biz/2007/08/20/the-lifeboat-syndrome/ By Gordon Borrell Plenty of otherwise smart people seem to be rushing toward some type of application that involves cellphones (do they even call them that anymore?). If it’s on your agenda, I’d suggest you be careful. Though we are asked about once a month, we are unable to provide ... http://blog.borrell.biz/2007/08/14/mobile-wireless-advertising/ By Colby Atwood Imagine you are an entrepreneur setting up an advertiser-supported Web site in your community. Now imagine that you are in a meeting with some prospective investors and you tell them, “We’re going to sell ads only to those businesses that happen to be advertising in the newspaper these ... http://blog.borrell.biz/2007/07/31/finding-new-markets-or-over-serving-old-ones/ By Kip Cassino Borrell Associates, VP Research Two headlines caught the attention of Wall Street during the past week: 1. Newspaper revenue continued to slide, the victim of faltering classified ad sales. 2. Google’s revenues, though stellar, were below investment community expectations. The former was really no surprise to any media industry observer. The latter was mildly ... http://blog.borrell.biz/2007/07/24/hitting-the-numbers-revenue/ by Kip Cassino The rapid increase of online advertising has taken its toll on most legacy media. Newspapers have seen classified volume plummet. TV audiences continue to decline, and the upfront is no longer the happy time it once was. Directories continue to shrink as local ... http://blog.borrell.biz/2007/07/16/direct-mail%e2%80%99s-coming-travails/ by Kip Cassino, Borrell Associates VP Research Online ad spending won’t grow forever. The rate of growth for “legacy” online ad formats (pop-ups, banners, etc.) has already slowed in many markets. In general, local ad spending lags non-directed spending online by about two years. So, look ... http://blog.borrell.biz/2007/07/10/the-pendulum-swings/ AUTOMOTIVE – INSTALLMENT III Gordon Borrell was recently interviewed by a trade journal about trends in automotive advertising.  We are posting excerpts from that interview over the next several days.  Here is the third and final installment: Q:  One key finding from your report: 'The near future looks a lot like an  ... http://blog.borrell.biz/2007/07/02/automotive-installment-iii/ Gordon Borrell was recently interviewed by a trade journal about trends in automotive advertising. We are posting excerpts from that interview over the next several days. Here is the second installment: Q: Most analysts report that the dealer ad spend is migrating from traditional to online (and other ... http://blog.borrell.biz/2007/06/26/automotive-%e2%80%93-installment-ii/