The Evolution of Media at-a-Glance

In recent months, a few news items have stood out as noteworthy, as they are emblematic of the shifting media landscape:

HBO to offer a stand-alone streaming service.
CBS to offer a stand-alone streaming service.
Resurgence in the popularity of podcasts, punctuated by the popular program Serial.
Facebook continues to reshape how consumers get their news.

So what does it all mean?

The cable “bundle” is under attack.
The traditional over-the-air broadcast model faces threats as well.
While audio programing, and even long-form storytelling, remains viable, traditional programmed broadcast radio remains under pressure.
Mobile and social are king and the new “editors” are tech programmers. The physical print product is quickly becoming the ever-changing “feed.”

OK, but what does it mean for professional services companies?

Traditional ecosystems and gatekeepers are no longer sacrosanct.
Traditional content consumed by new technologies is still content consumed.
Wield the tools of the Internet. The printing press and the radio tower are on your desktop and in your pocket.
Get social and get mobile. Happily, the two go together.

Here are some potential, forward-thinking resolutions:

Don’t get hung up on, “Did we make the print edition?” (or be disappointed when you didn’t.)
Stop qualifying online media mentions.
- “John Smith on The Wall Street Journal website” – NO
- “John Smith on The Wall Street Journal” – YES
Leverage social media. Focus on publishing content on well-trafficked outlets and use company-level accounts to amplify impact.

By being aware and forward-thinking about target audiences’ content consumption, one can evolve with the times and maximize exposure.

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