Wednesday, April 13, 2011

Old Media Embraces New Media to Survive.

Traditional Media is not making it in it's current form. In order to survive traditional media must adapt and revive it's strategy to new forms of social and consumer generated media.

As radio is losing listeners, and therefore advertisers, it is adapting by streaming media online and supplementing advertising with online ads. So the adage trading analog dollars for digital pennies is the finally coming true. The iPod had a lot to do with that, you no longer had to wait for the radio station to play the song that you wanted to hear, but you had it on demand straight from your digital device. Radio is dying. Streaming media everywhere, Sirius/XM Radio is coming with just about every car on the market, for at least one year. Pandora,, and other streaming radio sources split up by numerous genres are taking over. Many with fewer ads, and some with pay models that allow ad free listening. Talk radio is the only radio format that seems to be translating very well to new media. With sponsors for podcasts, talk radio format has adapted into a new format we now call podcasts. They have exclusive the interview and behind the scenes coverage of the celebrities, politicians, and heads of companies that are available nowhere else. So Radio is making its way onto the web one way or another.

TV is on its last breath. Netflix, Hulu, Apple TV, Boxee, Roku, and Google TV are yet a few of the digital mob set out to kill traditional television. The traditional old media such as NBC, ABC, CBS, and FOX are losing ground to these new competitors. They are trying to strike deals with the newcomers but generally they are just to greedy to give up the dollars that they can get from their old business models. Local News which has always been a little on the lower end and lower budget as the market rank got lower are struggling even harder now to find a mix of online and on-air medium that will benefit them monetarily. The car salesmen and car wreck lawyers, and whatever other local businesses that can afford to advertise during the local news are now competing with cellular carries and travel companies for your time, which is the real commodity in the age of information overload.

Magazines are on life support. iPad apps that have the look and the feel of a regular print magazine. Glossy magazines bought on newsstands are combining. For Instance CondéNast took away operations and maintenance of its individual magazine websites from CondéNast. Since then, sites tied to magazines like Glamour, Vanity Fair and Portfolio were run separately from CondéNast the latter oversaw Wired Digital along with portals like and Obviously seeing that printing pulp was no longer as profitable as just publishing online. With the iPad and other tablets emerging, they are just as glossy, but much cheaper to produce.

Newspapers are dead. Really? Doom and gloom makes good headlines but the media is healthier than you might think. Yes they are making it just fine. The digital models of advertising are working, and fine tuning the pay walls are just the beginning of the transformation. The current pay wall models are too complicated to work smoothly and efficiently, but eventually as soon as they can solve the micro payment problem, supplemented by ad views, then they will begin to become a whole new animal. Really the big winners int he print game are the weekly papers. They are actually growing. Local content is now so exclusive, that people are willing to subscribe to both digital copy and a Print copy. Larger papers are just regurgitating reposting AP stories that you have already read on aggregator sites like yahoo or Google news.

Traditional media outlets have embraced new media just in time to stop their freefall. The truth be told, twitter is the fastest media outlet found anywhere in the world, excluding the fail whale appearance. For instance Celebrity deaths, foreign revolts, and earthquake news is reported so fast on twitter that CNN, HLN, MSNBC, and FOX NEWS are just repeating tweets from two hours before. With all of the changes that are now taking place with media it takes a savvy person, and smart people to monitor and make sure that you know what you need to know about what is being said about your company online and in traditional media forms. As in the past there is no one type of media is going to be the messenger for all of the relevant news for you. Multiple forms of media are needed to deliver the news and monitoring these media sources requires outsourcing this to companies such as to make your job easier. Magnolia Clipping and Broadcast Monitoring Services does monitor multiple media monitoring - Print - TV - Radio - Internet - Blogs - Social Media - Media Analysis-Measurement! The goal is to transform this data into information & information into insight.