Your Media Can Compete
With the maturity of digital media, meaning that after 20 years the consumption habits of people globally have shifted towards digital media, getting your message out has become more and more possible.
Prior to the digital revolution taking off from about 1996, mass-media businesses were the only valid ways in which you could get your ‘message’ out. Literally you had to pay a lot of money to reach the people with newspapers, magazines, radio & television – a significant investment in having articles, photographs, audio produced, journalists and ‘PR’ people were paid attractive salaries, campaigns ran into the millions of dollars.
These days, if you know what you are doing, you can produce your own digital media – Blogging, Video, Podcasting. These are digital forms that can be optimized to reach online communities, and it does not need to cost you a lot of money; the investment levels are actually a lot less to gain an equivalent result.
This is why ‘quality’ is so important, if you can now genuinely reach specific people you can have the same effect as a venerable publication identity like ‘The New Yorker’, the field is now very open to the entrepreneurial spirit, the authority of these old names is based on their position gained prior to the digital revolution.
Merit based consumption is very much a reality, which means you can gain influence, produce the leverage that used to cost millions for thousands, you can create new ways of forming a connection with specific audiences.
A business is able to reach people well beyond the scope of previous media methods. Perhaps the message of this has not really sunk in for many in the business community. You only have to look at what the old names in ‘Media’ are now doing, hiring skilled teams to get their articles out there, this is where search engine optimization, social media approaches are being implemented in the ‘real world’; when business names like:
Are all re-designing their approach, seeking to build their old high profile position by publishing online – well this indicates something very interesting to us all: The territory is now re-set, all bets are off, these are new times, nothing is able to be taken for granted any longer! These media entities are not assured of being accepted, new players can ‘disrupt’ the market with their own quality productions.
Just as with media companies now seeking to re-build their readership, to regain the numbers, business also has to present themselves online, there is a huge opportunity to reach people that you might be underestimating as an Australian business owner. Time to look a bit closer at this!