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Old Media in the Content Business
by Andrew McCaskey
Imploding or Shifting Gears? Depends on Where you Look
If you are one of the 9.629 followers of @themediaisdying on Twitter, you are at once both horrified and mesmerized by the continual flow of information that shows how quickly the traditional meda – print and broadcast – are being hollowed out. Some of the more spectacular layoffs or closings make the news – The Seattle Post-Intelligencer up for sale, loans to the New York Times, or tabloid editions of the Chicago Tribune. A lot of the dislocation does not reach the public attention at all. It just slips away.
The economics of the local newspaper could not be worse, losing the two mainstays of local advertising content at the same time: Car Dealers and Want Ads. Were it not for the grocery coupons and local advertising, even more newspapers and local broadcasters would be shuttered. Craigslist continues to pull the oxygen from classified ads in town after town, and the demographic that even reads their local paper becomes less attractive to the few advertisers who remain.
Some radio media outlets are with the program: their promotions focus less on supermarket remote broadcasts and more on their web stream. Fewer contests and Morning Zoo personalities and more user generated comments and social networking around local bands and clubs. All with the recognition that the station is in the “community and content” business and that convenient as it has been for the past sixty years or so to deliver that through one technology, it’s time to shift gears to another.
The discussion and last minute hesitation and debate on the DTV transition is not so much about the technology of transmission, freeing up of wireless frequency allocation or stimulation of the sale of Consumer Electronic goods . It’s the realization that after Feb 17 things are not going to be the same. Of course, they won’t be. It’s just that the important transition has already taken place, right under our nose.
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