Steve Ballmer Sets Traditional Media a 10 Year Lifespan



Microsoft's CEO Steve Ballmer forecasts traditional advertising methods as a rapidly perishing concept and holds online marketing as the cause of that.

Speaking at the Cannes Lions International Advertising Festival, Ballmer argued that traditional broadcast and print media would have to plan business models around a smaller share of the advertising market, as revenues continue to move to digital outlets.

He stated that within 10 years all traditional content will be digital and anyone that does not act accordingly will be left behind.

He went on claim that the advertising economy had been "reset" at a lower level and with the trend shifting towards online marketing; media companies shouldn't be expecting revenues to bounce back to pre-recession levels.

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