BoSacks Speaks Out: Key Takeaways From Mary Meeker's 2017 Internet Report

By Bob Sacks on July 26, 2017
BoSacks Speaks Out: Like many an industry pundit I wait with great anticipation for the annual Mary Meeker Internet Trends report. Today I plowed through all 355 slides. Yep, that's a lot of slides, but it's worth it for any futurist worth his or her weight in prognostications.

Simon Dumenco doesn't even mention the slides I particularly found interesting, which is understandable given our different sections of the revenue tree. He writes for Ad Age and I write for.... well, the rest of us.

Here are a few of the slides I culled from the group with a quick observation on each. See my next lecture, and I will go deep into explanations and discussions of the big picture. 
 
This is, of course, one of the most important charts out of all 355, at least from the perspective of magazine media. The good news, I guess, is that time spent with print did not go down this year. It was at 4% last year. The non-surprise is that advertising in print continues to decline. Last year the report had ad print advertising at 16% of the total spend. There is no way to spin this as anything but a continuation of recent and long standing trends. There is no way to alter or avoid the facts. But as I discussed a few days ago, creative media entrepreneurs like those IMAG-MPA, CRMA and others continue to invent new revenue streams not indicated in this chart. Creativity is our only way towards revenue success. 

For point of reference (thanks to my buddy Dr. Joe Webb) here below is where we were in 2010. Not even a hint of mobile and, my goodness! look what we had . . . 26% of all ad spend, now we are at 12%. We have gone from 12% of all time spent with media to 4% in seven years. 

Here we see where a good portion of "old media" dollars are residing. This is a take no prisoners situation. Despite the howls of ad fraud, bots, and assorted corruption, nothing is stopping this revenue juggernaut. Should we expect a turnaround? No, not any time soon. 
Ad blocking is still on the rise and especially in the next revenue frontier of mobile. I have said for years to forget advertising as your number one source of revenue and get your money directly from the consumer. Is that hard? Yes. Is it doable, Yes. 

I hope this chart helps dispel those pundits who keep harping on the return of plastic records as a metaphor for print. There is no return of either plastic records or CD's. 

As I have written about several times, the real next big game changer is Automatic Speech Recognition.(ASR). This combined with Intelligent Voice Control Systems (IVCS) is the gateway to the Internet of Things (IOT). ASR will be as ubiquitous as cell phones if for no other reason than all smart phones and our connected homes will be powered by it. Keep watching this space. 
 
I have saved perhaps a dozen other slides but this is enough for now. 
 
It is in revolutionary periods that the culmination of previous trends and the beginning of new ones appear.
C. L. R. James

By Bob Sacks| July 26, 2017
Categories:  Bosacks Speaks Out

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Bob Sacks

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