Outlook Blanquerna, study presented at Palau Macaya

The general recovery of the economy will boost the growth of communication companies this year, which are planning to re-create jobs despite the complex reconversion processes that some large companies are experiencing. This is one of the conclusions of the Outlook Blanquerna 2018 study that was presented on Tuesday 24 at 7 pm at the Palau Macaya in Barcelona.

Prior experience and training in digital skills are the two most valuable qualities when selecting new professionals, although, in some specialties, a predisposition is also required to adjust salaries. For the implementation of Outlook Blanquerna, the responses of 440 professionals have been taken into account, from the sectors of advertising, marketing, journalism, corporate communication, television and audiovisual, who were educated at Blanquerna and who work in the main communication companies of Catalonia.

The future of communication companies, according to respondents, is adapted to the needs of users in the digital environment, the adjustment of costs and the adaptation to technological changes, especially by digital transformation. In this area, the application of the Big Data and the Internet of Things ("Internet of Things") will mark the strategy of the coming years. However, professionals believe that the evolution of the economy is the vector that determines the growth of the sector. It is noteworthy that the concerns of the professionals in the sector still give very little weight to the definition of a new business model despite the difficulties that arose due to the disintermediation and the appearance of new operators with new commercial logics.

Advertising companies are the ones that are most aware of the economic recovery, the newspapers are focused on adapting to users while in the audio-visual sector the preoccupation with political instability is a consequence of the importance the public sector has in its activity . In this area, the adaptation to the Smart TV appears as the main challenge in the adaptation of the audiovisual industry in the new technological environment.