The future of media = many small pieces, loosely joined
As traditional media revenues continue to fall off a cliff thanks to the precipitous decline in print advertising, there seems to be a desire on the part of media companies to somehow find a single solution that will magically cure this problem — hence the increasing popularity of paywalls. But as media industry analyst Ken Doctor points out in a recent post at the Nieman Lab, it is far more likely that success for media entities of all kinds will come by making smaller bets on a number of different things.
The big problem for the industry’s traditional players is that they have spent decades getting good at doing one thing — but now not as many people want that thing, and experimentation and rapid innovation is not in their DNA. John Paton, the CEO of Media News Group and a leading advocate of the “digital first” approach for newspapers, has said that the only possible response to the problem of digital dimes not making up for the loss of print dollars is to “stack those digital dimes” as fast as possible. In other words, accumulate as much as possible from as many sources as possible (while also reducing costs to try and stem the bleeding).