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 Market Research Professionals

Technographics® Survey Highlights: North American Physical And Digital Media Consumer Habits  (486 KB PPT)

by Ina Mitskaviets, Corina Matiesanu, October 21, 2009

This survey highlights deck summarizes the key findings related to physical and digital media and online advertising from Forrester's North American Technographics Media And Advertising Online Survey, Q2 2009 (US). This is the second survey highlight . . .

For Consumer Product Strategy Professionals

How To Rebuild The Media Industries

What Everything Will Look Like After Recovering From The Media Meltdown

by James L. McQuivey, Ph.D., October 9, 2009

We have proclaimed the death of the music industry, the decline of print journalism, and the radical overhaul of the TV and movie business. And while each industry is being remade in its own unique way, there is a fundamental similarity in the way that . . .

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 Marketing Leadership Professionals

What The Media Meltdown Means For Marketing

by David Card, July 21, 2009

The recession has accelerated systemic changes in the media landscape: Audiences are fragmenting, taking more control, and seeking inexpensive — or free — alternatives. Combined, print and television will lose almost $17 billion in US ad spending in 2008 . . .

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

Evaluating Online News Sites Using The Forrester Content Strategy Review

by Nick Thomas, June 2, 2009

The newspaper business is in big trouble. Declining print circulation is compounded by lower-than-expected growth in online ad revenues, despite the popularity of news with online users. Publishers must resist simply building a pay wall around expensive . . .

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 Market Research Professionals

Case Study: How Todobebé's Community Transformed Into A Valuable Research Resource

Research Panel Built From Community Provides Insights On Hispanic Moms

by Tamara Barber, May 22, 2009

Todobebé's network of Spanish-speaking mothers of young children exemplifies how Web 2.0 is expanding the possibilities for engaging and researching hard-to-reach audiences. After 10 years of building relationships within this unique consumer group, the . . .

For eBusiness & Channel Strategy Professionals

Market Overview: Digital eCommerce Solutions

The Landscape Of Digital eCommerce Solutions Continues To Evolve

by Brian K. Walker, May 5, 2009

Digital products have become a ubiquitous part of the modern lifestyle as consumers buy and download software and digital media of all types to consume — on their PCs, mobile phones, handheld devices, and increasingly on their TVs. To meet this demand . . .

For Consumer Market Research Professionals

Segmenting Consumers By Technology Preference

Updated Data Profiles Of Forrester's Technographics Segments

by Jacqueline Anderson, April 20, 2009

When budgets tighten, researchers need to get creative. One cost-effective way to gain valuable consumer insights without bursting the research budget is to use a syndicated segmentation scheme. Ensuring that the segmentation aligns with internal needs . . .

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

Defending Local Entertainment Coverage

Local Franchises Have Strategic Advantages Over National Competitors

by Barry Parr, February 5, 2009

Events and entertainment are a strategic business for local media properties online. Local entertainment is under threat from national providers that can spread the necessary software development costs across a national audience and that have strong relationships . . .

For Customer Experience Professionals

Customer Experience Best Practices From 2008 Finance And Consumer Marketing Forums EMEA

by Jonathan Browne, February 3, 2009

In November 2008, Forrester held concurrent forums in London for consumer marketing and financial services professionals. Leading companies and their design agencies offered insight into their best customer experience practices. Mike Thompson of Barclays . . .

For Customer Experience Professionals

UK Newspaper Web Site Design, 2008

by Marta Baigorri, January 29, 2009

As part of a larger analysis of 12 firms across four industries, Forrester applied its Web Site Review methodology to the Web sites of the UK's top three newspapers: The Times, The Guardian, and Telegraph. As an industry, newspapers came in second of . . .

For eBusiness & Channel Strategy Professionals

Is Hyperlocal Hype Or Happening?

What US Online Consumers Want From "Local" Media

by Sarah Rotman Epps, Elizabeth Stark, January 27, 2009

Will going "hyperlocal"— serving the information needs of local neighborhoods or communities —offer a viable future for media companies online? That's a question many seek to answer as local TV and radio stations, newspapers, and telecom providers, as . . .

For eBusiness & Channel Strategy Professionals

What Consumers Want From Magazine Web Sites

by Sarah Rotman Epps, January 21, 2009

Despite editors' best efforts, most magazine consumers don't see magazine Web sites as compelling content destinations. Consumers who do engage with magazines across channels are seeking content that enhances the magazine experience through convenience, . . .

For Consumer Product Strategy Professionals

Defending the Magazine

Outflanking Online Competition

by Barry Parr, December 22, 2008

Blogging continues to grow in scope and influence, and more advertisers are including blogs in their media plans. Blogs and online reviews are increasingly competing with magazine publishers, especially those in vertical segments.

For eBusiness & Channel Strategy Professionals

US B2C Online Paid Content: Five-Year Forecast

Experiential Games Have Currency, But TV And News Want To Be Free

by Sarah Rotman Epps, Mark Best, December 3, 2008

Since Forrester last published its online paid content forecast in 2006, the world has radically changed. The definition of "online" has expanded. Once defined narrowly as the PC browser-accessed Web, being "online" can now take place on your commute . . .

For eBusiness & Channel Strategy Professionals

Print Magazine And Newspaper Subscribers Plan Cutbacks In The Year Ahead

Consumer Publications Will Suffer More Than Business Publications

by Sarah Rotman Epps, December 2, 2008

The economic downturn is causing consumers to cut back even on small expenditures like print magazine and newspaper subscriptions. Forrester's data suggests that magazines will feel the pain more than newspapers and that consumer publications will suffer . . .

For eBusiness & Channel Strategy Professionals

How To Leverage Social Media For Audience And Revenue Growth

Social Strategies For Media And Entertainment eBusiness

by Sarah Rotman Epps, September 17, 2008

The groundswell of consumers using social technologies poses both a threat and an opportunity for media companies. The threat has often been more visible than the opportunity: User-generated content diffuses editorial power. The immense popularity of . . .

For Customer Experience Professionals

Best And Worst Of UK Site Design, 2008

Forrester Applies Its Web Site Review Methodology To 12 Major Firms

by Marta Baigorri, September 2, 2008

Forrester applied its Web Site Review methodology to the site experiences at 12 firms — three each of the largest newspapers, TV broadcasters, retailers, and wireless providers in the UK. Of all the evaluated sites, only BT achieved a passing score — . . .