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Sarah Rotman Epps, Analyst

Sarah is an analyst on Forrester's Consumer Product Strategy team focused on media and devices. Her research focuses on changing consumer behavior, changing advertiser demands, and how publishers can adapt to grow revenue profitably online. She is a leading . . .
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For Consumer Product Strategy Professionals

Publishers Need Multichannel Subscription Models

Charging For Online Content Is Just One Part Of A Multichannel Product Strategy

by Sarah Rotman Epps, November 10, 2009

Newspaper and magazine publishers' current monetization models are broken: They are overly reliant on the "free" model of having advertisers subsidize consumer usage. But shifting more of the burden of payment to consumers is no easy task. In this report, . . .

For Consumer Product Strategy Professionals

What US Consumers Want From Local Search

by Abe Garon, Sarah Rotman Epps, October 14, 2009

Despite all the bells and whistles that are increasingly available to them, consumers conducting online searches for local businesses want the basics. They eschew fancier features like videos and click-to-callback in favor of low-tech but high-value information: . . .

For Consumer Product Strategy Professionals

Gen Y Points To A Mobile Future For Local Search

by Abe Garon, Sarah Rotman Epps, October 13, 2009

Search is a high-stakes business: Forrester estimates that the US search market overall is worth $15 billion in 2009, of which local advertising spend is nearly $4 billion. The companies vying for a piece of this business include: portals like AOL, Google, . . .

For Consumer Product Strategy Professionals

Forrester's eReader Holiday Outlook 2009

Sales Will Exceed Forrester's Earlier Projections

by Sarah Rotman Epps, October 7, 2009

This holiday season, eReaders will be one category that's a breakout success. Lower prices, more content, better distribution, and lots of media hype are contributing to faster-than-expected adoption of eReader devices in 2009. Based on consumer data . . .

For Consumer Product Strategy Professionals

The eReader Price Squeeze

Most Consumers Won't Pay The Real Price Of eReader Devices

by Sarah Rotman Epps, September 1, 2009

eReader devices like Amazon.com's Kindle face a pricing conundrum: The cost of the display component is high and sales volumes are still modest, yet consumers demand and expect ever-lower prices. Competition from adjacent categories like smartphones and . . .

For Consumer Product Strategy Professionals

Who Will Buy An eReader?

Later Adopters May Not Be As Loyal To Amazon.com

by Sarah Rotman Epps, July 29, 2009

Awareness and ownership of eReaders is growing, spurred by marketing campaigns from Amazon.com and Sony as well as press coverage and word-of-mouth buzz. But Forrester's newest data suggests that tomorrow's prospects for eReader purchasing bear scant . . .

For Consumer Product Strategy Professionals

The Recession's Impact On US Media Consumers

by Sarah Rotman Epps, July 8, 2009

Eighteen months into the US recession, consumers are feeling the pain. They're cutting back on certain forms of media and entertainment, such as buying music CDs, DVDs, and magazines from a store or kiosk. But other forms of media show stability: For . . .

For Consumer Product Strategy Professionals

Eight Models For Monetizing Digital Content

Ad Revenue Softens, And Publishers Seek New Ways To Make Content Pay

by Sarah Rotman Epps, June 25, 2009

History repeats itself: As they have in other economic downturns, publishers are considering offering paid content products as a way to wean themselves off the shrinking teat of advertising. In this report, we examine the four qualities that characterize . . .

For Consumer Product Strategy Professionals

How Big Is The eReader Opportunity?

Book Readers Drive The Market Now, But That Will Change

by Sarah Rotman Epps, May 27, 2009

The eReader market is hot: Barely a day goes by without an announcement of a new device release or acquisition. Amazon.com, leveraging its position as a dominant book retailer, has catalyzed the market for eBooks, but that's just the beginning of the . . .

For Consumer Product Strategy Professionals

Six Ways Online Publishers Can Boost CPMs

by Sarah Rotman Epps, March 19, 2009

With supply decidedly in advertisers' favor, online publishers struggle to charge rates that are high enough to support their content production and technology infrastructure costs. But this environment isn't hopeless: There are concrete ways in which . . .

For Consumer Product Strategy Professionals

Who Pays For Online Content?

Soft Ad Revenues Make Publishers Look Twice At Content-Buying Consumers

by Sarah Rotman Epps, March 9, 2009

As the economy continues to slide into recession, advertisers are curbing spend in all channels, including online: Publishers like AOL, Yahoo!, and the New York Times Company reported a decrease in online advertising revenues in Q4 2008, although year-on-year . . .

For Consumer Product Strategy Professionals

What Engagement Means For Media Companies

Forrester's Framework Measures Four Dimensions Of Engagement

by Sarah Rotman Epps, March 2, 2009

Media companies are investing more in social media, video, rich Internet applications, and other initiatives to drive online engagement. But what does engagement really mean for media companies, and what's the best way to measure it? As Web analytics . . .