The changing face of media, Part II
Posted by Bill Gaffney | April 11th, 2008The Organization Mindset
Because of this prevailing state, MSM, regardless of their traditional core-competencies, must transform from television and radio stations, newspapers and magazines to a true media company. Only through fully leveraging the talents, skills and expertise of its staff can it not only withstand the economic pressures currently endured, but ultimately reaffirm itself as the definitive source for in-depth, enterprising, local news, opinion and information. This organization must recognize that the core service provided is not in its distribution channel, but rather in its news production.
Change needs to be embraced and initiated by top-level executives and communicated company-wide through education, enthusiasm and assurances. “Evangelists” must constantly communicate that this is not simply semantics but rather a core philosophy at the heart of the organization and that alternative distribution channels have unique benefits not only for the brand but for the employee as well:
- Television, Radio - Passive audience and core revenue stream
- Print - Detail oriented audience and core revenue stream
- Web - Engaged, community oriented audience with positive trending revenue growth
- Mobile - Service oriented audience with positive trending revenue growth
Monday: The tail wagging the dog
