It’s not all gloom and doom for the media industry, according to L.E.K. Consulting. In a white paper, L.E.K. identifies five new media opportunities:
- Online video content can be lucrative, but the optimal delivery is through the cable bill
- E-readers are driving readership and becoming a growth driver for the book and magazine market — the “iPod Nation” consumer segment is good, but the “e-reader Republic” offers even more opportunities for new media services
36% percent of the books read by people with e-readers represent incremental consumption— meaning more than one-third of the books read on e-readers would not have been read in print
- Consumers are multi-tasking while online, specifically watching TV and/or listening to music – advertisers should note and take advantage
Internet radio is finally becoming relevant
- Don’t forget about new media for people over age 50, a potential new growth area
Free paper available here.