It’s no longer rosy as it seem in the advertising world as the market has been permanently reset at a lower level and revenues. In fact, it may not bounce back to pre-recession highs. Chief executive officer Steve Ballmer was at the Cannes Lions International Advertising Festival and had warn that the future of traditional media, such as broadcast and print publishers would have to plan business models around a smaller share of advertising dollars.

Ballmer also predicted within 10 years time, all traditional content will be on digital and the traditional strategy of replicating content online will be doomed to fail.

“All content consumed will be digital, we can [only] debate if that may be in one, two, five or 10 years. There won’t be [only traditional] newspapers, magazines and TV programmes. There won’t be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won’t cut it in the future,” he said.

For media business to evolve, his advice is to provide the readers and the advertisers relevant and compelling online porposition.

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