Sorrell: ‘Winnowing out’ of media must continue

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New York—The contraction of the magazine and newspaper industry not only will continue but is essential, said Sir Martin Sorrell, CEO of ad agency conglomerate WPP Group, in a keynote address delivered Wednesday at the Ad:Tech expo and conference in New York.

“All we see are newspapers and magazine titles dropping like flies, and that has to continue,” Sorrell said. “There has to be a winnowing out and consolidation.”

Sorrell said new media is essentially a one-to-one experience. The solution for publishers is to offer content for sale to those who are willing to pay for it, he said.

“The old models don’t work,” Sorrell said.

Sorrell also noted ad agencies are becoming more involved in the development of content, with a resultant merging of what is advertising and what is editorial content.

“The implication of that is very important, as the lines between advertising and editorial become more blurred,” he said.

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