The Evolution of Media is a Good Thing, right?

 


The Evolution of Media is a Good Thing, right?

 

The adage, ‘Everything must change’ does not exclude communications; media has come an extremely long way. Behold, the printing press. The newspaper allowed people to deliver different types of news stories regularly. At this point, messages were reliant upon the speed of man or animal. Industrial change brought about trains, the locomotive, cars and boats. This vastly increased the efficiency and effectiveness of communications. The telegram followed and changed the game. Messages were transmitted electronically and life altering change followed. Just when you thought you’ve reached the pinnacle of communications, the telephone came along and made the telegraph inadequate. You could actually speak your message and get a verbal received understanding of the message; it was a game changer. When you are living with a process, it is everything until the next better process comes along. Each improved method of communication rendered the previous method inadequate. Although it was still capable, it was inefficient and less effective. “The earlier networks also established the status quo that the new networks are now disassembling.” (Wheeler, 2013) The lion’s share of the news is now primarily accessed digitally by smartphone, tablet, or laptop. Radio, television, and newspapers have been on a constant decline with companies forced into layoffs and restructuring.

 Changing of the Guard

There are always the old timers in the office, any office, that are stuck in the ways that were most effective when they were in their hey-days. As a recruiter in a changing Army, I deal with this firsthand. The primary weapon used for prospecting for the Army recruiter is the telephone. You heard that right. The decision makers at the top can remember the days and the times when you could call someone, and they would be happy to speak with you. Times have drastically changed and people don’t want to be called. When I say people, I mean the young men and women of Generation Z and the Millennials. These groups would much rather text or communicate via some form of messenger app. However, the people at the top always go back to that form of prospecting as the foundation. Digital media is the future. Understanding how to effectively manage that minefield is the key to future success. Silly videos are what grab the attention of our target market, we need to dive into how we can make those videos but still relay the importance of the organization. Newspapers have been surpassed. Newsrooms that are unwilling to adapt and not only deliver the news in a digital format but do the research and take the time necessary to understand digital nuances of the space, will be forced to shut their doors. “More than eight-in-ten U.S adults (86%) say they get news from a smartphone, computer or tablet…” (Shearer, 2021) Eighty-six percent doesn’t leave much of the pie. “Across the country, there are deserts of news. Local newspapers print fewer pages less frequently, and, in some cases, collapse entirely…And the evidence comes in newsroom jobs lost and papers shut down. According to the report, at least 200 counties in the U.S. have no newspaper at all.” (Schifrin, 2020)

 

Intro to Digital Media

In this blog, when you hear digital media, you think of the new kid at school that pulls up next to your Nissan Sentra in his BMW M7, as you should. Digital media puts the news in your hands as soon as you open your eyes. When you instinctively reach for your phone in the morning your news is right there. You don’t have to turn on your television and search for the news, you don’t have to wait until your commute to hear your news on the radio, and you don’t have to wait until you get to the store to get your news. You have your choice of news platforms. All of it is tailored to what you’re interested in based upon pre-set filters. The digital experience is more convenient, more efficient and more effective. You can find out the weather, and you don’t have to wait for the news to get through the fluff piece about grocery store décor. You get what you need right when you need it. Newsrooms, like the NY Times and the Washington Post that made the switch and evolved to digital platforms have had success. It's more to it than just putting your news online, you must have vibrant, eye-catching page design and easy to access information. Your advertising needs to be updated, it needs to be fresh and reflect the new base. This puts you in the running to have chance at a future in the space.

However, although digital media is relatively new, everything must change. It isn’t all rainbows and roses in the digital world. There are plenty of media platforms that are being forced with layoffs and restructuring. There will always be someone bigger and better to come along and force you to evolve or die. “So, why aren’t digital media companies able to sustain themselves online, even as digital advertising is sky-rocketing? Two words: Facebook and Google…All told, Google and Facebook sucked in slightly less than 58 percent of all digital ad spending in 2018, with Amazon coming in a close third with about 4 percent.” (Tornoe, 2019) It got so bad with these two juggernauts absorbing such a large segment of advertising market share that the Australian government felt compelled to interject on behalf of the journalism industry. They created the News Media Bargaining Code. “The code, which focuses on online content, came into effect on 2 March 2021. Under the legislation, the Treasurer is able to designate certain digital platforms as subject to the obligations under the code. No digital platforms have yet been designated, but this has not affected the effectiveness of the code.” (ACCC, 2021) Despite no designations being made, Facebook and Google have both offered payments to different news agencies for use of their content. The legislation was extremely important with it’s result closely observed globally.

 

References

Australian Competition and Consumer Commission. 2021. News Media Bargaining Code. https://www.accc.gov.au/focus-areas/digital-platforms/news-media-bargaining-code. Accessed on August 28, 2022.

Schifrin, Nick. 2020. Local Newsrooms Across the Country are Closing; Here’s Why that Matters. PBS News Hour. https://www.pbs.org/newshour/show/local-newsrooms-across-the-country-are-closing-heres-why-that-matters. Accessed on August 28, 2022.

Shearer, Elisa. 2021. More Than Eight-In-Ten Americans Get News from Digital Devices. Pew Research Center. https://www.pewresearch.org/fact-tank/2021/01/12/more-than-eight-in-ten-americans-get-news-from-digital-devices/ (Links to an external site.). Accessed on August 21, 2022.

Tornoe, Rob. 2019. Digital Media Meltdown: What Does the Future of News Look Like Now. Editor and Publisher. https://www.editorandpublisher.com/stories/digital-media-meltdown-what-does-the-future-of-news-look-like-now,86191?. Accessed on August 28, 2022.

Wheeler, Tom. 2013. Net Effects: The Past, Present, and Future Impact of Our Networks. Retrieved from https://www.amazon.com/dp/B00H1ZS4TQ. Accessed on August 28, 2022.

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