You know the old story about putting a frog in boiling water, often called the boiling frog syndrome? Of course you do. The thing is, that’s the media industry in Australian today. With the exception of a few visionary companies and far-sighed individuals, most traditional media companies are happily trundling along, making TV, magazines, newspapers and air time, happily charging for ads and seeing the new digital channels (instagram, FB, etc) as adjuncts to their established business models. They believe they are little more than low-cost marketing channels. These new channels ARE the new business models. The medium is the message. They don’t see or refuse to believe, the water is getting hotter.
Recently the head of Netflix said free-to-air would be nonexistent in 15 years. (That’s being generous, I think). Digital revenues from print have companies are now making mahogany row take notice. I recently went to a PR launch as sat at a table of “print” journos: not one actually worked with ink. And tellingly, several worked for themselves. This is the future, people. Big media is being deconstructed. Small, niche companies, with engaged audiences and specialised subject matter will survive, but the big frogs are about to be boiled alive.