The Future Media Lab. is a think tank initiative, hosted by EMMA, aimed at providing space for experts of the magazine sector, paper manufacturers, digital players, advertisers, agencies, journalists, academics and others to debate the future of media; to identify the specific role of the magazine media within the overall future media landscape; and to draw conclusions from these findings for policy recommendations for EU policy and decision makers.
This initiative aims to analyse media usage patterns and related trends, visualize the many different business models that have evolved due to the digital part of the magazine media business, and debate the appropriate legislative framework for the media sector in the long run.
This project is designed to run over a three year period and will consist of a series of virtual and face-to-face meetings.
Max von Abendroth, Executive Director of EMMA, said: “This initiative aims to respond to those people within the European Institutions who are tasked with developing media policy and making decisions on legislative or other types of initiatives impacting the media, who rightly ask stakeholders to support their positions with facts and figures, as well as trend analyses. Thanks to the cooperation with academic institutes and research companies, as well as experts from the media sector itself, the Future Media Lab will allow us to gather this kind of information that, as well as being useful to EU policy and decision makers, will also be useful and relevant for people in media businesses across Europe”.
The Future Media Lab is supported by Microsoft, Sappi, Print Power and RightsDirect. It is hosted by the European Magazine Media Association, EMMA