A story today from eMarketer Daily, reminds me of a conversation I had at a post Christmas gathering of friends the other day. A lawyer/banker friend of mine engaged me in a favorite topic of his, advertising and media. For years, he has envied my “glamorous” life in advertising, while I’ve envied his “stable” career. The grass is always greener, right?
On this occasion, he was concerned with the future of journalism in the face of bloggers, social media, etc. He was eager to hear my thoughts about what will become of real, credible journalism, when loss of ad revenue causes papers like the New York Times to fire hundreds of reporters and editors.
Journalism is not dead yet, I assured him. It simply needs to adjust to the new digital world. Like marketers today, legitimate journalism (specifically, newspapers) can no longer expect its audience to come to them; it must go to its audience. Newspapers need to go beyond their print editions and websites to find and engage their audience wherever they are in the digital world. This means using new and multiple channels across the digital world.
Paid subscriptions for access to their news sites is lazy and ultimately, not the answer. Newspapers must reinvent themselves. Once they engage an audience across new channels, providing that audience with the news they want and need, in the manner they want to consume it, advertising dollars will surely follow. The idea is simple. The execution not so much.
This story from eMarketer, however, suggests that maybe newspapers are starting to get it. Maybe the data provided here is evidence of a very promising start:
See the article here: http://bit.ly/7505jy