Titled “Media Feast, News Famine, Ten Global Advertising Trends that Threaten Independent Journalism”, the report highlights ten advertising-related developments that affect independent news media around the world.
These include the replacement of journalism with entertainment, the rocketing share of mobile audiences, and the fact that ad revenues have followed audiences, making internet advertising the main area of growth.
Moreover, as advertising shifts to digital, this has consequences to the advertising industry’s architecture, fundamentally changing how ads are bought and sold, the report points out.
The report also gives some suggestions for how news media could improve their digital distribution, such as consolidation and efficient use of data.
The full report can be read here.