This post originally appeared on LinkedIn
Reading about how the PR/media landscape has changed in the New York Magazine’s article, “Can the Media Survive,” even shocked me as someone who has been around the media block a few times. “We need more media” is an ask that has evolved beyond recognition since a press release and a fax machine were the main tools of distribution.
Audiences want a curated approach to the external world they care about. They still want national and global news, but they don’t need to find their stories from one source anymore. Key takeaways I continue to ponder from this piece:
- Shift in Revenue Models: There is a move towards subscription-based models, with many outlets trying to persuade audiences to pay for high-quality content. These influencers emphasize the importance of producing valuable content that justifies subscription costs.
- Niche and Local Focus: Smaller organizations that foster loyalty among dedicated readers can thrive despite broader industry challenges.
- Changes in Audience Engagement: Media companies are adapting their strategies to engage audiences through platforms like YouTube and Apple News, reflecting changing consumption habits, especially among younger demographics who prioritize accessible digital formats.
- Impact of Social Media: Platforms like TikTok and Facebook are seen as both competition and potential allies. They reshape how information is disseminated, raising questions about credibility and the future role of traditional media.
The other key takeaway for me is that there remains optimism amidst challenges. Innovation and adaptation will lead to new opportunities in storytelling and audience engagement. For my communications posse out there, stay firm and continue to work for that seat at the table. Organizations, leaders and important events & conversations need you as guides to break through the noise.