I’m about to say something that might be completely uncool. While everybody with access to a keyboard is tweeting and posting about Twitter and Facebook, I’m here to tell you that they are not the media properties of the future. Newspapers are the media property of the future.
Before you write me off as completely insane, hear me out. The key word here is media. I’ve been in print advertising, Internet advertising, advertising media, social media advertising and advertising research. I could say I’ve been in a lot of different media. But it’s time to consider the concept of onemedia. Not social, mobile, Internet, tablet and offline. One media! The properties that are most efficiently poised to embrace and feed this one media are, interestingly enough, newspapers.
Obviously the reason you would call me crazy is the plunge in newspaper print circulation. That’s one way that newspaper content is consumed, and yes, it is on the downturn. I’m going to give you three reasons that this is just a phase in the life of newspapers. These three reasons will show why I believe newspapers are the keystone of the future of media.
Content: One media will depend on two types of content: expert and user-generated. We all have enough user-generated content. But the complexities of global economics, the complete partisan nature of cable news and the ubiquitous nature of UGC are starting to show the need for something more. Everybody has a blog. But not everybody has expertise. Newspapers have the ability to combine both types of content.
Platform: Newspaper content can be served anywhere, anytime, anyplace. I can read the Los Angeles Times online, or in print, in the morning, check my New York Times alerts via mobile at the gym, and then check in with the Wall Street Journal on my tablet device as the market closes. I can comment on stories. I can share them. Look on your Facebook wall today and notice how many posts originate from a newspaper. Do I still sound like I’m crazy?
Commerce: Newspapers are just now starting to find creative and compelling ways to generate newfound, cross-channel revenue, from both local and national markets. Because they are the content, creative and expert engine, they are bringing multi-media programs to market that even include networking events, consumer based industry events (travel, cars. Etc) and other new-content products.
I doubt my thoughts are shared by a lot of Wall Street analysts. But I know they’re shared by a lot of brands, retailers and agencies. Print newspapers may not be preferred by all readers all the time but that doesn’t mean their content has been devalued in any way. It’s a new growth stage for newspapers.One media!
