Media’s real doomsday scenario

Here is the latest in my ongoing series of essays, Local Media in a Postmodern World.

Media’s Real Doomsday Scenario

Disruptions are assaulting the life of traditional media from every direction, and we’re searching for solutions. We jump on anything that comes along in the hope that this or that will make the difference and restore normalcy to our lives. We examine the horizon and see multiple platforms for our content, so we make sure we’ve got a Twitter feed, a Facebook page, an RSS feed, a mobile App, a community portal or the latest thing – “hyperlocal.” Content is our business, so content must be our solution. We wish.

The problem, however, isn’t our content; it’s advertising, a world that is in a very fragile state today, thanks to value propositions that nobody can count on anymore. Value in our economy is changing, and unless we find new ways to accommodate that change, we’re clinging to false hope that’s going to one day blow up in our faces.

This is a very serious matter and one about which I am very passionate. I’m especially concerned, because few people are talking about it. Let’s face it; assumptions drive much of the way we think. Whenever assumptions prove false, like many of those associated with advertising, entire belief systems can change in the twinkling of an eye, even though the die has been cast for a long, long time. This is my fear for traditional media, and it forms the basis for media’s real doomsday scenario.


  1. And as the advertising budgets get cut, media, both traditional (addressable advertising) and new, look to target other budgets by distributing coupons.

    This would be the next weak link to rely on for the future of media .…

    Katherine Warman Kern

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