Revisiting The Myers Report’s 2010 Media Trends Forecast

This landmark white paper, “Ten Trends Transforming the Media and Advertising Business,” was written at a pivotal moment when traditional media was struggling to adapt to digital disruption and mobile was just emerging as a force. The report was more than a prediction. It was a blueprint. We go trend by trend, learning from the past to prepare for what’s next. Download your PDF ten-page Back-to-the-Future white paper here.

Now, in 2025, these ten trends resonate more than ever. Some have been fulfilled with stunning accuracy. Others were ignored at great cost. All offer essential lessons for today’s decision-makers navigating AI transformation, economic turbulence, and organizational reinvention. From media commoditization to platform convergence, from multicultural imperatives to the battle for digital dominance, The Myers Report didn’t merely predict changes -- it challenged leaders to prepare for them. Today, amid AI disruption, personalized ecosystems, and new models of content creation, these forecasts offer timeless lessons and renewed relevance.

This archival document stands as a revealing look into the foresight, opportunities, and missed potentials of media transformation. As the media ecosystem continues to adapt to generative AI, decentralized data, and a convergence-driven economy, we revisit each of the ten trends, assess their relevance today, and offer an updated 2025 perspective on where we stand and where we must go.

The legacy of The Myers Report is built not only on its sharp data but on its ability to see beyond the horizon. In revisiting these ten trends - with annotations, context, and updates -we reaffirm its role as a rare source of industry foresight. And we reassert the influence of Jack Myers, whose thought leadership in media ecology has guided generations of executives, educators, and creators alike.

In the ten-page Back-to-the-Future white paper, we go trend by trend, learning from the past to prepare for what’s next. Download your PDF copy here.

TREND 1: The Beachfront Property of the Media Industry Is Being Reinforced

TREND 2: Consumers Are NOT in Control. Crowds and Data Are King of Media and Marketing

TREND 3: Advertisers Have Stopped Complaining and Learned to Love the Media

TREND 4: As Video Advertising Options Increase, Commoditization Will Take Its Toll

TREND 5: Big Screen. Small Screen. 3D Screen. We All Scream for Multiple Screens.

TREND 6: Redefining the Magazine as Marketing Platform

TREND 7: Advertising R-O-I: There Is No Holy Grail, So Stop Looking for It

TREND 8: Marketers Are Becoming Media Companies

TREND 9: TV Commercials vs. Online Video Advertising: Battle of Conflicting Business Models

TREND 10: Fighting for the Digital Living Room -- Wrong!! (By Shelly Palmer)