2012: Finding Our Edges

Here’s the latest in my ongoing essay series, “Local Media in a Postmodern World.”

2012: Finding Our Edges

This is my annual look at trends and a key piece of advice for the coming year. This is a business strategy, not a content strategy, because I don’t think content is going to fix what’s really wrong with mass media.

2012 is a dangerous year for all mass media, because decay in our core competency will again be hidden by record revenues (in some cases) due to what promises to be a huge political year. Despite advances in communications’ methods, politicians fall back on the tried and true during elections, and that means big money for an industry that’s struggling. The money will distract us from the real issues, and before you know it, 2013 will be here. It’s time to do something completely different.

May each and every one of you have a joyous holiday season.

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