The diminution of traditional media
No, the traditional media will not die. But the media will continue to change. There is only a future for sophisticated professional journalism in contemporary media. Daily newspapers like the Sueddeutsche Zeitung are showing the way: years ago, the “SZ” completely redesigned its weekend edition. It has clearly taken on the character of a weekly newspaper in which it is no longer the acute topicality that dominates, but the broad background knowledge. The reader selects “his” topics: the newspaper becomes more and more a pull medium from a push medium.
The reader is led more by the journalists than seduced – to new and surprising topics. This is done through stronger visualization, emotionalization and personalization. More and more journalists are writing under her name. They develop into their own brands.
The Saturday edition of the Süddeutsche Zeitung – cleverly – anticipates the trend of the media away from topicality and towards a well-founded, timeless background report. And companies can learn a great deal from her in the orientation of their corporate communications.
The future of traditional media lies in their return to quality. Others are faster – such as the social media. This is why the traditional media will lose ground. They will not die out – paper will die out, not the newspaper. Daily newspapers will increasingly become weekly newspapers and printed media will increasingly become online media. And their reach will presumably continue to decline in the face of growing media diversity.
Under the influence of Youtube and Netflix, the ratings of linear radio and television will also collapse dramatically in the long term. The specialist media – whether rustling or electronic – are not getting any better. In addition to professional journalists, influencers, bloggers, twitterati and content-makers are also active in the PR and social media departments of companies. The diminution of traditional media is unstoppable. That doesn’t make them any less important, but it changes the challenges for the makers of corporate communications considerably.