Media and Publishing: Regain World Leadership and Financial Prosperity


Today’s media and publishing companies:  Top 10 pain points

Fortunes changed when technology rose and publishing companies started failing financially.

The ad-based Internet business model is broken. By the first quarter of 2016, “85 cents of every new dollar spent in online advertising will go to Google or Facebook” (NY Times). Companies that depend on advertising are failing.

Some of biggest pain points include:

1 Ad services blast ad frequencies, sizes and intrusiveness at user-annoying levels.
2 The volume of digital ads is a flood, which kills ad prices.
3 User tracking is sold to raise ad prices, but makes audiences fearful.
4 Online services like Craigslist decimate classifieds.
5 Blogging experts raise the bar on content quality.
6 Large private platforms like Facebook add content delivery to “help” the media.
7 The Internet is widely used to bypass secure cable TV businesses.
8 Cheap streaming sticks turn TVs into Internet-first screens.
9 DVRs record TV shows, simplifying ad skipping during playback.
10 Free ad blockers are used by hundreds of millions of desktop and mobile users.

Except for tech leaders like Google, Facebook and other digital-first companies, most of the advertising and cable TV business is slowly being pushed over a cliff.

No industry has ever survived its Digital Transformation, and old-media companies are no exception. Newspapers are desperate to hang on. Periodicals struggle to survive. Broadcast/cable furiously milks its revenues to buy a Digital Transformation before its collapse begins.

Will tech even care when it puts the final nail in old media’s coffin? Or will it keep taking its profits to the bank while it feasts during media’s collapse?

Instead of failing, could media use a new technology inflection point to soar upward?

How can a media company take world leadership?

Just as the Internet and tech caused ad-based publishing to decline, could a new technology inflection point change a media company’s fortunes again?

Yes. Just because some tech companies win today, that doesn’t mean they will win during the next Digital Transformation.

This “Media 2025 Roadmap” points the way to a new era: Everyone can enjoy the high quality personal worlds each person wants. This Roadmap shows how one or a few media companies can add “always on” universal info/entertainment, personal success, market growth, and vendor connections — capturing the center of tomorrow’s winner-take-all Digital Economy.

Unfortunately, this new tech can also let existing leaders and other industries take this gateway position. As Digital Convergence arrives, different kinds of companies will use a fully Digital Earth to compete with each other.

Schumpeter called this “creative destruction.”

The Expandiverse calls this Digital Boundaries, blended screens, families of devices, Shared Spaces and digital living — that produce consumer-vendor “Journeys to Quality Relationships:”

Digital Boundaries - Summary 550x414

See the Media 2025 Roadmap for more on the main Components and Outcomes

If you’re in a media company, wouldn’t you rather have fun? Here’s how:

  1. New Internet business model:  Users control ads and content. Personal growth and quality for everyone. Revenues from ads displayed and resulting transactions.
  2. Visible markets:  Embedded employers know employees’ activities and gaps personally in real-time. Embedded vendors know consumers’ needs personally in real-time. Both consumers and vendors can act on each personal need with two-way embedded “always on” connections.
  3. New tech insures high quality:  Personalized digital living produced by Digital Boundaries, Shared Spaces, Continuous Connections and more.
  4. Continuous connections replace on/off use:  Devices become families. Users gain multiple presences with new “always on” instant worldwide capabilities.
  5. Active Knowledge:  “Intelligence Amplification (IA)” captures others’ revenues by embedding knowledge, resources, direct 2-way relationships and resulting transactions throughout digital living.
  6. Multiply the world’s tech resources:  Turn tech products and services into worldwide, accessible resources and revenues.
  7. Multiply personal productivity:  Digitally multiply everyone’s abilities: Multiply yourself, your worlds and governances.
  8. Digital living and entertainment:  The next media delivers global digital living, working and entertainment across a new Digital Earth.

Quick takeaway: Spamvertising and paid content are turning the Internet into a tsunami of targeted messaging. Users increasingly opt out with ad blockers, banner blindness and ad skipping on recorded TV. But a personally controlled Digital Earth will fit each user:

  • Digital Boundaries let users opt in to what they want, and filter out of what they dislike.
  • Examples could be obesity (healthy food in) and energy (fossil fuels and climate change out).
  • Economy-wide, millions use their digital kill switches to guide customer-centered companies to the personalized Digital Earths each person would like.

As each user takes control of multiple Digital Earths, media leaders can deliver this — making their companies the world’s gateway platforms.