what tomorrow may bring

A recent article on iwantmedia.com, 'Bad News for Old News' highlights many of the arguments I have been making and I know others have been advancing as well. For too many years newspapers have utilized the 'here are your vegetables, they are good for you' approach to news. I advocate for more of a 'balanced diet,' that adds some protein, carbs and dessert to go with the brussels sprouts.

The article has eight predications for next year, I will mention one today. 'Traditional media companies will struggle to maintain their audiences.' This is already happening, obviously, but a central part of this is that traditional media companies are not investing enough time into understanding what their audience and customers want, what shape they want it in, and how to deliver it (whatever it is) to them.

Last month, the TV show 'Lost' had a fake ad that directed viewers to a web site that allowed them to explore the story line in a series of different formats, ie. sound files, web sites, clips. The producers of 'Lost' broadened the way that their viewers could experience and enjoy the show. I haven’t seen that determination and understanding of the new media market at newspapers yet.

I believe the main focus is on providing interesting, entertaining content, to consumers that gives them interactivity, ownership, participation and yes, fun, to go with their vegetables.