Microsoft CEO Steve Ballmer predicts that within 10 years all content will be digital. In the shorter-term, he suggests the recessionary impact will be permanent on advertising in media.
"I don't think we are in a recession. I think we are reset," he told an advertising conference in Europe. "We have reset and we won't rebound and re-grow."
In the future, "static content won't cut it." Replicating a newspaper online won't cut it, either.
Meantime, he says, media should plan for a smaller share of the pie.