What's in store? Media grows non-linear, fungible

Joe Mandese

Joe Mandese looks back at the predictions he made for 2005 (and reckons he got four right and three wrong), and looks ahead with seven new predictions for fundamental media change and radical developments in 2006.

What's In Store? Media Grows Non-Linear, Fungible

Joe Mandese

Yes, It's January, and that means it's time for another round of year-ahead advertising and media predictions. But before I tackle 2006, let's wind back and revisit some predictions I made a year ago in this column.

• DVRs become impossible to ignoreWell, they remain an incredibly disruptive factor for the ad world, but the penetration of digital video recorders has yet to attain enough critical mass to truly dislodge traditional TV plans. However, the anxiety bred by ad-skipping DVR users has contributed to a pronounced shift in ad...

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