In an interview with UK-based publication
The Independent, Microsoft's Bill Gates, recently named the richest man in the world for the 12 th year running by
Forbes magazine,
discusses the future of media. Elaborating on the comment he made last year that "the future of advertising is the Internet," Gates says the availability of high-quality video will enable
advertisers to come up with more ambitious and targeted creative work. Relevance is the key; you can cut down the cost of creative if you can reach a highly-targeted, broad variety of consumers. That
kind of targeting will become standard, and will be even more effective as Internet TV becomes mainstream and ads are incorporated in a way so consumers can't skip over them, but don't feel bombarded
with them either. Gates adds that other media won't simply dissolve, either. He thinks the newspaper will outlast him, for example, but will slowly phase out in the next fifty years, as evidenced by
the younger generation's lack of interest in reading print.
Read the whole story at The Independent »
