The changing face of media, Part V

The Challenges

Image via Wikipedia

Migrating to a 24/7 mindset is not without challenges. New deadlines may initially need to be artificially set to stimulate the cooperative endeavor between the distribution channels. The Miami Herald now has some 40 deadlines over the day, across web, mobile, radio and print. This is a major shift from a print organization with just a handful of deadlines.

Several MSM organizations may find that although the footprint of its digital product may not match its traditional product, it may allow for greater national and global exposure. Special attention should be paid to proper education of the news-desk in how to strike a balance between the conflicting interests of its audiences.

MSM remains vitally important due to its distinct identity, voice and perspective. Consistent reinforcement of its roots and that which is proprietary and exclusive is paramount. The brand of the writer, producers and others contributing to the organization should be highly touted through mugshots, biographies and lists of their recent articles. This reinforces both the writer’s and brand’s credibility with a potentially unfamiliar audience.

Thursday: The result