Outsell, Inc. Predicts 2010 Will Usher in the “Age of Experience” as Publishers Compete for Fewer Dollars

Burlingame, CA and London, UK—January 5, 2010—Success for information and publishing companies no longer hinges on just content or technology. The ability to provide unique and exceptional experiences will drive success and growth in the decade ahead, according to Outsell, Inc.’s new report: “Information Industry Outlook 2010: A New Dawn, New Day, New Decade.” The report offers Outsell’s top 10 predictions along with key themes and recommended actions for publishers.

Experiencing information can be manifested many ways, from a portable, interactive magazine to Google’s new street view to wearable computers in the workplace. In the new report, Outsell cites three key factors driving the need to create incredible experiences, which in turn will drive industry growth: tight budgets; unique, new technologies; and the information consumer’s own selectivity, as driven by her available time and attention.

“It’s a new day, a new dawn and a new decade. We’re entering the age of experience and the world belongs to those who create a great one,” said Anthea Stratigos, Co-Founder and CEO, Outsell.

In Outlook 2010, Outsell names its “30 to Watch” – companies that are innovative, disrupt the status quo, or are creating unique experiences. They include Apple, Blackboard, Bloomberg, E Ink, Giunti Labs, Kaplan, National Public Radio and TechCrunch.

Outsell also offers ten trends and predictions it believes will drive the upcoming age of experience: advertising will continue its structural decline; location based services will pick up steam; paid content will be challenged; M&A activity will accelerate and six others.

“2010 will not be anything like the unprecedented melt-down of 2009 but it won’t be a picnic either. Rather, the information industry will bump along as it deals with the structural changes accelerated by the economic melt-down,” Ms. Stratigos added.

To obtain Outlook 2010: http://www.outsellinc.com/store/products/897?refid=pr897

Journalists should contact Dawn Ringel, Warner Communications, dawn@warnerpr.com.

ABOUT OUTSELL, INC.:
Outsell is the only research and advisory firm focused on advancing the publishing and information industries. Our international team provides independent, fact-based analysis and actionable advice about competitors, markets, operational benchmarks, and best practices, so our clients thrive and grow in today's fast-changing digital and global environment. Outsell’s headquarters are in Burlingame, CA, US and London, UK. Visit us at www.outsellinc.com.