Web publishing is alive with activity. From acquisitions to spending advertising dollars, the industry can be up one day and down the next. Same is true for journalism. One day it will be saved, the next it's extinct. Today, web publishing promises some optimism about the future of journalism, advertising and social media.
Ad Spending Optimism
Forrester Research is predicting that the U.S. interactive ad market will reach US$ 55 billion over the next five years—jumping from the mere 12 percent of their total ad budgets that marketers spent online this year, to 21 percent by 2014.
Search and display will command the biggest percentage of spend overall—with US$ 31.5 billion and US$ 16.9 billion in spending, respectively -- but most of the growth will come from social media and mobile advertising.
Why such optimism? Perhaps it's an indication that the web's interactivity will be in high demand over the next few years, citing a lack of print ads and more internet growth.
Paris-based online media group Hi-media has announced its acquisition of AdLINK Media, the display advertising unit of AdLINK Internet Media (also the company behind SEDO and Affilinet, which are not being sold), itself a part of Germany’s ISP United Internet.
Trouble for Wikis?
Wikis held such promise a few years ago but now even the word wiki sounds outdated and old-fashioned. It doesn't have the same pluck as Twitter or Facebook.
Renay San Miguel of the ECT News Network wrote about the State of Collaborative Web Publishing and lamented about the state of the wiki in today's enterprise. While he sees how wikis were pushed aside by the likes of bird chirps and status updates, he claims that wikis are still relevant.
The concept of wikis is alive and well within businesses who have implemented office-based software tools that allow for group writing and editing of documents. They aim to streamline and help teams work together better. Yet, implementing wikis is still subject to debate. Unlike social media tools, wikis "rely on editing and vetting for their credibility, while social networks are all about throwing caution to the winds and having a good time." Wikis are responsible and mature; perhaps a vision of what Twitter and Facebook will be when they grow up.
Not So Still Life: Journalist as Rollerskating Monkey
Jim Spanfeller, president and CEO of Forbes.com, recently commented about what the future holds for journalists and journalism. While he believes that news for news sake won't be nearly as popular as news that caters to a reader's wants, desires and curiosity about the world this-very-second, he does believe that journalism will in fact still exist.
It will just be very different than what it is right now. Journalists of the future will be like circus animals, ready to videotape, blog and juggle the demands of News Now model, all while trying to maintain an air of credibility and trust.