Video: Industry leaders weigh in on media disruption

Leaders from the global media industry have shared their thoughts on the future of publishing and revenue streams in an age defined by disruption and new technologies.

New Corp chief executive Julian Clarke, Made by Fairfax Media managing director Simon Smith and Huffington Post’s Lauri Baker were among numerous industry leaders who shared their knowledge at this year’s Future Forum, an annual symposium for media professionals.

“I think anybody who thinks that they are protected from disruption has got it wrong,” Mr Clarke said. “The opportunities for doing things very, very differently are there and so the question (which) is stacked against every particular industry now, (is) how they’re going to survive this.”

Mr Smith said traditional media revenues had changed.

“It’s all about revenue diversification. We can no longer rely on the traditional forms of commercialisation of our industry,” Mr Smith said.

Ms Baker, head of branded content at Huffington Post, commented on the rise of automated buying and selling of advertising, otherwise known as programmatic trading.

“The industry is really shifting towards native and programmatic advertising as more and more dollars for buying and selling ad banners is moving towards more programmatic,” Ms Baker said.

The Future Forum is an annual event that brings together newspaper media executives, delegates and journalists from across the globe to discuss the future of the industry and listen to presentations from high-profile speakers.

Hosted by The Newspaper Works, this year’s speakers included WPP chief executive Sir Martin Sorrell, News Corp’s senior vice president of strategy Raju Narisetti and a panel of CEOs from the major Australian publishers.

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