Thanks to readers.
From The Economist: Rethinking The Bundle:
‘With NYT Now The Times is trying to keep readers in its embrace, rather than have them wander in and out through social networks or search.’
If the purpose of mass media communications is adapting the latest technology to the greatest number of readers possible in order to broadcast information, then many print publications still lag behind the tech curve. They’re making pronouncements from older soapboxes and not necessarily from the device in your pocket.
So, who’s doing well?
One answer may surprise you. From Forbes on Vice Magazine:
‘Vice has relentlessly pursued every possible profit opportunity, including becoming a sort of in-house ad agency for its client, and aggressively pursuing branding opportunities and other non-standard advertising opportunities, rather than simply splashing banners on its website. It has focused heavily on video–good, watchable video–, the most lucrative segment of online advertising.
But other than just “news can make money”–which is still something–the other less on Vice might be: target a demographic and own it. In a sense, that’s always been true in media, but Vice shows it especially works on the internet.’
It’s tough to imagine older readers going in for VICE, but that’s much the point. Maybe it’s just as important to be ahead of a cultural curve.
A diversion to politics: One demographic danger on the liberal end of the spectrum may well be observable at NPR: Aging liberal/progressive boomers need the support of young people in order to pledge and keep them in business, and also to transmit principles. They need a younger cohort, but many possibly future NPR listeners don’t have the money and inclination in their youth to support Terry Gross and The Splendid Table, at least not until they age-up.
–Libertarian Reason magazine has an endowment, and compared to Vice shares in a similar spirit of punk, youthful rebellion, and flirtations with anarchy, but also offers deeper discussions on political philosophy and economy. Many libertarian principles are a tougher sell to a broader audience.
–Conservative publications have a tougher slog still. Aside from the general liberal bent of many who work in media, the transmission of conservative values and principles to the young (fiscal responsibility, social and/or religious conservatism, depressive and/or sober realism) has always been unsexy and uncool. Add to this many recent cultural trends, and those are a lot of grains to run against.
Remember The Maine! The good old days…by malik2moon
Related On This Site: From io9 Via An Emailer: ‘Viral journalism And The Valley Of Ambiguity’
You could do like Matt Drudge, but the odds are stacked against you.