Steve Balmer Predicts All Media Will be Digital

In his opening keynote presentation at the Association of National Advertisers’ annual conference, Microsoft Corp. CEO Steve Ballmer said that in 10 years, all media will be digital, with tremendous ramifications for marketers, agencies and publishers. 

While this encompasses products and services that extend beyond digital editions, the role that reader experience has in accelerating this shift will be important. It is  the belief of many industry participants (including our team at Advanced Publishing) that digital editions will continue to evolve along with the improvement in tools for building Rich Internet Applications (RIA).  These RIA tools and platforms- like Silverlight - will become standard for web application development. 

The beauty of digital editions is that they allow publishers to create exciting digitally delivered content without core disruption to internal processes.  In addition they capitalize on readers' existing emotional bond to the look and feel of the magazine experience.  With new and exciting features, enhanced interactivity, and the ability to take advantage of rich databases to deliver custom content to individual readers, the value of this experience can and will continue to evolve and improve.

Our new product - RIDE -  is built on this vision - and we encourage all publishers to take a RIDE with us and see what value and potential we can create together for their publications!