Lost Remote’s Cory Bergman calls Dianne Mermigas “one of the smartest, most pragmatic media columnists I’ve ever read. She never resorts to hyperbole.” He then points us to her predictions for 2009. A few of my favorites:
“Major advertisers such as automotives, financial services, retail and real estate will not return any time soon; they will be diminished and different when they rebound a year from now. That is a disaster for local media, which could easily see more than half their ad revenue base wiped out in 2009. For instance, automotives generally have comprised 40% of local TV income.
“Local is the new social. Some local TV broadcasters and newspapers will begin to monetize enough to stay in business. Some Internet players will begin to dabble more in this huge void. Relevant local information, social sharing, retail coupons, school and community data, sports scores, car pools, etc. remain a big missed opportunity.It will be delivered to Internet-connected mobile devices, including smartphones. A new player will emerge and do for local content and services online what Craigslist did for regionalized classified advertising.”
“Mobile connectivity will become the core platform. The road to universal WiFi and WiMax may be bumpy, but anywhere, anything interactivity on smartphones, video-friendly PDAs and other wireless mobile devices will be the global screen of choice. Primary drivers will include interactive communications, location-based services and e-transactions.”
I have no idea what 2009 will bring but I don’t think we’re in Kansas any more.