The Future of Internet

หัวหน้า MySpace พูดถึงอนาคตของสื่อออนไลน์

Posted in Online Media, prediction by markpeak on 22 กันยายน 2009

บทสัมภาษณ์ Jon Miller หัวหน้าฝ่ายออนไลน์ของ News Corp มีส่วนที่พูดถึงเทรนด์ของสื่อออนไลน์ในอนาคต

คน (และ social) เริ่มกลับเข้ามาเป็นปัจจัยสำคัญ จากเดิมที่ใช้คอมคำนวณอย่างเดียว

“There are two great things going on. First, people are back in the equation,” Miller said. “In the earlier part of the decade, it was all about the algorithm and what the algorithm could do.”

สื่อเก่ากำลังมุ่งสู่ออนไลน์

Miller said the second major trend is the rise of traditional media companies moving online. “The so-called traditional media is trying to embrace this, but they’re trying to figure out how,” he said. “They might be slow to the party, but it’s a big deal that they’re here.”

ช่องว่างระหว่างเวลา (คุณค่า) กับงบประมาณ (รายได้จากเงินโฆษณา) ของสื่อออนไลน์

Just as importantly, there’s room for growth in the online ad market. Miller said there was still about a three-to-one gap between the amount of time that users spent online versus the amount of money spent by online advertisers.

ว่าด้วย paid content

There’s also a growing interest in producing paid content online. Explaining why more users may be willing to pay for online and mobile content, Miller said that an increase in quality could lead to more user adoption of premium content.

Before you could get to paid content, you need to get to premium content,” he said.

At the same time, he said that content owners shouldn’t expect to be able to start charging for premium content that users previously got for free.

“You have to provide additional value in the process. You can’t say, ‘hey you got this for free, but now we’re going to charge you for it.’ If you do that, you’re taking things away from the consumer,” Miller said.

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