Push. Dig. Push. Dig.

AP Photo

Sometimes, events in media are so bizarre that all you can do is just laugh.

The Walter Cronkite School of Journalism and Mass Communication at Arizona State University (a great school) has been given a $1.9 million grant from the Knight Foundation “that will provide funding over three years to fund initiatives aimed at ensuring TV news companies remain competitive in broadcast and digital storytelling.” The AP says the money will be used to “research the future of television news.”

Okay.

The story reports that part of the grant will be used to develop “an online hub where newsrooms can see the latest strategies their counterparts elsewhere are trying out.”

“The best way I can describe it is I think it’s going to be a resource where someone can come to this site from anywhere and get a sense of what new ideas are floating around in space, what works and what doesn’t,” said Cronkite Associate Dean Mark Lodato.

The school also plans to become a testing ground for improved local news content and dissemination.

“In an academic space like ASU, you can fail and understand the progress. It’s very hard to do that in a corporate environment when corporate dollars and people’s jobs are at risk,” Lodato said.

This reminds me of the failed “Newspaper Next” project by the American Press Institute over 10 years ago. One thing we learned back then is that it’s pure foolishness to ask the people digging the hole you’re in to come up with a solution to the hole. It’s impossible. They can’t stop digging, and that means every solution involves some form of digging. Dig. Dig. Dig. The money will be used to make sure that TV remains competitive in “broadcast and digital storytelling,” as if that’s a problem. Dig. Dig. Dig. Moreover, the hole doesn’t have anything to do with content in the first place; it’s about paradigm shifts in advertising, so why not study that? Our world today is all about pull strategies, because the devices we’re using to consume content these days are too personal to willingly permit pushing. Again, you can’t ask people pushing to come up with something different, because all they know is push. Push. Dig. Push. Dig. You get the idea.

And, I love how Dean Lodato has already pronounced failure. No need to say it after-the-fact if you admit it up front. Moreover, there’s no more competitive business in all the world than local television news, and if you think stations will drop their pants and reveal their “new ideas,” you’re effing nuts. Besides, that’s what consultants do, right? No, I’m not talking about dropping pants.

Maybe it’s just that I’ve become a total cynic when it comes to this stuff, but I view this as a colossal waste of time, attention, and resources. Besides, the industry doesn’t care. They’re far too busy licking their chops over the $8 billion that’s projected to be spent with them during this year’s mid-term elections. Most of that will likely go straight to the bottom line regardless of whether the fundamentals justify the candidate spending. Therefore, from a corporate perspective – is there really any other that matters? – there’s no problem.

And so it goes.

Media mergers and hanging on

I need to step away from book promotion for a minute to make a comment the current state of local media. First, there’s the merger/sale this week between Sinclair Media and Tribune Media that will give Sinclair over 200 local stations in the American TV world. In that world (mass marketing/mass media), the bigger the footprint, the greater the profit, for the core competency of media companies is the ability to produce an audience for marketers. Secondly, an interesting article today in the Columbia Journalism Review about the fiscal health of Gannett and its future headlines this way: “Gannett and the last great local hope.”

Sinclair and Gannett will take their places in the halls of commerce as the last buggy whip makers for the mass media industries of television and newspapers, and while there’s certainly nothing wrong with this, there’s a much bigger problem ahead for local communities, and that is the loss of local advertising. I’ve been harping on this for so many years that I’ve grown weary of the sound of my own voice, and while the prophecies of 15 years ago are now coming to pass, the industry still doesn’t understand what’s really taking place.

The old saw about business disruptions goes like this: “If the railroads had known what business they were really in, they would have owned all the early airline companies.” The railroads were in the transportation business, not “the railroad business,” and that was their Waterloo. In like manner, media companies are in the advertising industry, not the radio, television, or newspaper industries. Follow the disruptions in advertising, and you’ll see the downfalls in local media.

But it’s even worse than you think, for the ascending advertising giants are all digital ad exchanges and ad networks. They have the ability to serve ads to any and every browser anywhere and at any time, so the collection of data about those individual browsers (you don’t need a person’s name) has been the task of anyone wishing to remain relevant in the ad space. Local media companies have simply turned away from this most important task (“It’s not our business model.”).

One of the most significant obstacles that the net overcomes is geography, and so local advertisers – who used to spend their money with all sorts of local media companies – are now spending that money outside their markets with people who can do this browser-level targeting.

Gordon Borrell

Ask Gordon Borrell about how much money – real money – is moving from businesses in your community to advertising companies outside your market. You’ll be shocked, or you won’t believe it. These outside interests pay no taxes, support no community chests, employ no local people, and support no local organizations such as youth sports and so on. The money goes straight out of your community and into their pockets. It doesn’t pass go. It doesn’t collect $200. It just strips your community of a vital part of what makes it a community in the first place.

And yet, there is silence where there ought to be cries for help, because local media companies have badly failed the communities they used to serve by assuming that one can remain an analog mass marketing vehicle in the age of digital competition – not for the content they create (which is all we talk about) – but for the money that supports the production and creation of that content.

And so Sinclair grows and Gannett hangs on, both victims of their own corporate malfeasance. One thing they will never be able to say is that they weren’t warned.

You may now return to your regularly scheduled programming.

A birthday message for media

Today is my 70th birthday, and while I should be using the occasion to kick back and relax, I’m writing a birthday message to my old media pals.

Screen Shot 2016-07-09 at 7.20.37 AM

The above image is my Google home page for the day. It’s a birthday greeting from Google served only to me and, I suppose, all the other people who have a Google account and were born on this day. The reason this is significant to media companies is it reveals the anachronistic, archaic nature of online mass marketing, which remains the only model that media companies know. They still sell their online “inventory” as if it had value against the purchase of advertising on individual browser screens. It doesn’t. Google not only recognizes my browser as me, but they can follow me virtually anywhere I go on the network. The giant ad exchanges can serve individualized ads to me directly; they don’t need Wanamaker’s “hope” to reach me in a crowd.

The question then becomes, why does an advertiser need your online mass if it can cull out only those it wishes to reach? The advertiser doesn’t, unless you happen to be a part of the ad exchange or network the advertiser is using. Geography is a simple matter when you have access to every browser anywhere. That is what media companies are up against. Media sites, mobile or otherwise, are just dots on somebody else’s detailed map, and it gets worse every single day. The extent to which media companies fight this is truly astonishing, because nothing they can do or offer can slow it down.

Meanwhile, as each day ticks by, another local advertiser wakes up to the realization that this can be done, and the value of your online mass sinks deeper into the abyss. The money drain from your community is far beyond what you realize, and so you’re doubly screwed.

Happy birthday to me.

Free Range Content Consumption

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

Free Range Content

Facebook’s wish to put media content inside its own application is potentially self-destructive to those providing the content. Moreover, for Facebook, it smacks of the days of AOL. All of this would be irrelevant, if media could bring itself to release its content into the wild of the Net, but that appears more and more to be an impossible task.

To media companies, their competition is and always has been other media, which is an absurd proposition online. When a TV station, for example, behaves online only as it does in the linear world, it has already lost in the battle for relevance.

ESSAY: The Net Redefines “Local”

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

The Net Redefines “Local”

New research by Pew reveals insight about TV News and the difference between small markets and big markets. In academic circles, this is defined as “provincial” versus “cosmopolitan” coverage. The data got me to thinking about media and proximity and how geography is used to define the word “local” in local media. But the Internet has changed or at least modified that word, which opens up windows of opportunity never before available to those who view their audience through the lens of DMAs. Please join me on this fascinating journey of discovery.