What You Can Expect for Adland in 2012

Advertising Age reporting:
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Print keeps struggling with digital as industry eyes Time Inc.'s Lang
Tablets and other devices offer the biggest reason for optimism: Hearst Magazines President David Carey recently predicted that the company will more than double its paying digital subscribers by the end of the year, to more than 1 million. But both magazines and newspapers are likely to lose share of overall ad spending, leaving them fewer resources to cover higher costs and the necessity to innovate.
Time Inc. will begin to test the rewards of installing Laura Lang, who knows a lot about digital but little about magazines, as CEO.
The New York Times Co. is expected to try the same thing, scouring digital businesses for a successor to CEO Janet Robinson, who left abruptly at the end of 2011 amid persistent declines in share price and widening print advertising declines.
Newspapers also hope to realize benefits from erecting pay schemes on the web. The Times' pay meter -- priced so that the cheapest path to unfettered digital access is a weekend print subscription -- has already delivered its first Sunday home-delivery increase in five years.
And Congress may well authorize the Postal Service to abandon Saturday delivery, which would prompt some weekly magazines to spend the second half of the year planning alternate delivery schemes, earlier deadlines or an extra day of delay between them and their readers.
OK magazine has adopted a schedule that puts nearly a full week between its close on Thursday and its arrival on newsstands the following Wednesday.

MOBILE

In 2012, look for mobile to stop being all about shiny new devices
With smartphones and tablets from a range of manufacturers flooding the market, this year's focus will be to get content, commerce and advertising to consumers on whatever device they happen to be holding.
Apple has officially lost its grip on the U.S. smartphone market, with Google's mobile software Android now running on nearly half of all smartphones in the country, according to ComScore. This year could also see regulators green-light Google's $12.5 billion acquisition of handset-maker Motorola, which would take the online-ad giant even deeper into the phone market.
http://adage.com/article/news/expect-adland-2012/231836/