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The Evolution of Media at-a-Glance

In recent months, a few news items have stood out as noteworthy, as they are emblematic of the shifting media landscape:

So what does it all mean?

  • The cable “bundle” is under attack.
  • The traditional over-the-air broadcast model faces threats as well.
  • While audio programing, and even long-form storytelling, remains viable, traditional programmed broadcast radio remains under pressure.
  • Mobile and social are king and the new “editors” are tech programmers. The physical print product is quickly becoming the ever-changing “feed.”

OK, but what does it mean for professional services companies?

  • Traditional ecosystems and gatekeepers are no longer sacrosanct.
  • Traditional content consumed by new technologies is still content consumed.
  • Wield the tools of the Internet. The printing press and the radio tower are on your desktop and in your pocket.
  • Get social and get mobile. Happily, the two go together.

Here are some potential, forward-thinking resolutions:

  • Don’t get hung up on, “Did we make the print edition?” (or be disappointed when you didn’t.)
  • Stop qualifying online media mentions.
    • “John Smith on The Wall Street Journal website” – NO
    • “John Smith on The Wall Street Journal” – YES
  • Leverage social media. Focus on publishing content on well-trafficked outlets and use company-level accounts to amplify impact.

By being aware and forward-thinking about target audiences’ content consumption, one can evolve with the times and maximize exposure.

Michael Bond

Blattel News

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