I can think a ton of opportunities when I imagine the possibilities technology can offer: Custom content, targeted advertising, media creativity, consumer engagement…and many more!
And when I say new technologies, I don’t only mean the web, but also mobile phones, kindles, iPods, etc.
Unfortunately, some people see new technologies solely as a threat… I don’t mean to point any fingers, but I think newspapers need to further review their business models and reflect on the opportunities technology can bring to them.
First of all, as a planner, I remember having to challenge papers simply to buy anything that wasn’t square or rectangular! Hard negotiations, heavy premiums, ‘Church vs state’ lectures and many many hours were put behind ‘creativity projects’. And still today, I feel that creativity in print is way behind other mediums…
Secondly, from a consumer point of view:
I am a news addict. But there are so many articles in a paper that I don’t take the time to read. There are so many sections, so many subjects, so many pages, and so many advertisements…a lot of waste really! AND not so environment friendly. 🙁 When will newspapers be able to provide content/advertising to me on subjects that are custom to my interests and needs?
What if the actual structure, business model and personnel were too stiff and stuck to their comfort zone?
I don’t mean to kick newspapers while they are down, but I feel that newspapers have yet to really embrace and truly exploit the advantages that new technologies can offer. It is time to put an end to paradigms…
Any suggestions? Ideas?