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For B2C Marketing Professionals

Focus On Multiplatform Delivery And The Evolving "News" Agenda To Reach European Youth

January 6, 2010


  • By Abe Garon,
  • Nick Thomas
  • with Mark Mulligan,
  • Laura Wiramihardja

Why Read This Report

No corner of the media industry is safe from the media meltdown caused by the digitization of content, and 2010 will be a very difficult year for the news media industry. While the proliferation of diverse online news outlets has empowered European consumers, consumer product strategists at traditional news providers have seen their pricing model turned upside down and their market share eroded by low-cost and nimble competitors, such as aggregators, blogs, and social networks. While product strategists must adapt to serve the current audience of news consumers in order to stay relevant, Forrester's data shows that the unique media habits of Europe's youth will allow traditional media outlets to soon begin to capitalize on new media investments in the online and mobile channels.

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