Microsoft's Steve Ballmer: Ballmer: All traditional content will be digital in 10 years
Ballmer: All traditional content will be digital in 10 years and we will all SCREENING then....not READING.....
guardian.co.uk
"There won't be newspapers, magazines and TV programs. There won't be personal, social communications offline and separate," says Microsoft CEO Steve Ballmer. "In 10 years it will all be online. Static content won't cut it in the future." (He also made those remarks in June 2008.)
Microsoft's Steve Ballmer: Traditional media will not bounce back
He said that within 10 years all traditional content will be digital and yet, Google aside, publishers are failing to generate serious digital revenues.
"All content consumed will be digital, we can [only] debate if that may be in one, two, five or 10 years," added Ballmer.
"There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.
"Some say that the ad-funded model has not led to profitability. Google's search site makes money but past Google is there a publisher with an ad-funded or fee-based model that has made lots of money? No."
For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer.
"There are problems with digital advertising. Start with content and the website environment and [ask] is it suitable for advertising. [That] question is somewhat in the balance as we move forward," he said.
The old approach of simply trying to replicate a print newspaper online is doomed to fail, Ballmer added.
During a question and answer session after his speech, Ballmer was also asked about Microsoft's interest in acquiring Yahoo.
"We have no interest in acquiring Yahoo. What we have said is that we will continue to remain open to a partnership with Yahoo," he responded.
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guardian.co.uk
"There won't be newspapers, magazines and TV programs. There won't be personal, social communications offline and separate," says Microsoft CEO Steve Ballmer. "In 10 years it will all be online. Static content won't cut it in the future." (He also made those remarks in June 2008.)
Microsoft's Steve Ballmer: Traditional media will not bounce back
He said that within 10 years all traditional content will be digital and yet, Google aside, publishers are failing to generate serious digital revenues.
"All content consumed will be digital, we can [only] debate if that may be in one, two, five or 10 years," added Ballmer.
"There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.
"Some say that the ad-funded model has not led to profitability. Google's search site makes money but past Google is there a publisher with an ad-funded or fee-based model that has made lots of money? No."
For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer.
"There are problems with digital advertising. Start with content and the website environment and [ask] is it suitable for advertising. [That] question is somewhat in the balance as we move forward," he said.
The old approach of simply trying to replicate a print newspaper online is doomed to fail, Ballmer added.
During a question and answer session after his speech, Ballmer was also asked about Microsoft's interest in acquiring Yahoo.
"We have no interest in acquiring Yahoo. What we have said is that we will continue to remain open to a partnership with Yahoo," he responded.
• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.
• If you are writing a comment for publication, please mark clearly "for publication".
Printable version Send to a friend Share Clip Contact us larger | smaller EmailClose Recipient's email address Your first name Your surname Add a note (optional)
Your IP address will be logged
ShareClose Digg reddit Google Bookmarks Twitter del.icio.us StumbleUpon Newsvine livejournal Facebook Mixx it! Contact usClose Contact the Media editor
editor@mediaguardian.co.uk
Report errors or inaccuracies: userhelp@guardian.co.uk
Letters for publication should be sent to: letters@guardian.co.uk
If you need help using the site: userhelp@guardian.co.uk
Call the main Guardian and Observer switchboard:
+44 (0)20 3353 2000
Advertising guide
License/buy our content
Media
Steve Ballmer · Cannes Lions 2009 · Advertising · Newspapers & magazines · Television · Digital media · Newspapers
Business
Technology
Microsoft
World news
United States
More newsMore on this story
Zimbabwean turns worthless banknotes into gold
Virgin Atlantic ad is high flyer at Cannes
Cannes Lions festival: Full coverage
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