Tuesday, October 5, 2010

Ballmer: ten years of full digitization of traditional media

Beijing on June 25 morning news, according to foreign media reports, Microsoft CEO Steve Ballmer (Steve Ballmer) Wednesday said the global advertising industry and has been integrated into a low, media companies should not expect sales to resume to pre-crisis level. He also is expected within ten years the traditional media will be fully digital.

Ballmer Wednesday in the French "Cannes International Advertising Festival" (Cannes Lions International Advertising Festival) on the statement pointed out that with continued inflow of digital media advertising, traditional radio, television and print media business models must change to meet the advertising share of the shrinking situation. Ballmer said: "I think this is not a crisis, but a re-integration of the industry. Because of the crisis mean recovery (to pre-crisis level) of the possible departure from the vision, I think the recovery has not. Industry has re- integration, will not rebound and will not re-growth. "

In the current advertising festival was named "annual media personalities" in the traditional media, Ballmer also expressed pessimistic about the future, he said, not from the newspaper publishers to create digital opportunities in new revenue sources. He said that within 10 years all the traditional media will be fully digitized, and the current addition to Google, the publishers have not yet from the digital content in the profits, "the future everything will be digital, this is only a matter of time, 1 year, 2 years 5 years or 10 years. the future will not only traditional newspapers, magazines and television. In ten years, everything will be online, static content will not be able to meet future needs. Some people say that advertising can not bring profit, Google search can earnings, but Google, the publishers have no advertising or by charging businesses a lot of money? The answer is no. "

Ballmer said that the media want success, you must adjust the content to meet the needs of advertisers, the network simply copy the print newspaper's practice is a dead end.

Q & A session after the speech, when asked whether Microsoft intends to buy Yahoo, Ballmer replied: "We have no intention to buy Yahoo, our previous argument is to continue cooperation with Yahoo open."

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