The swirling change of media has been in a constant storm for no less than half a century. With the backdrop of Marshall McLuhan’s notion of “global village” not only ringing true but also turning into overdrive, the modern media has become both the pulpit to deliver information in hyper-speed and a test of constant evolution. Delivery methods have gone through a series of changes with technologies improving, this trend will continue at an alarming pace.

For the broad media, this serves as both an opportunity and requirement to evolve, lest face obsolescence. What was once a simple process of delivering information within the bedrock of classic journalistic principles has both eroded into a series of highly questionable approaches turning the modern media into an “entertaining” and “interactive” experience but placing a enormous weight on shunting information into the public’s eyes. The now prophetic tone of Mr. McLuhan’s “medium is the message” is ringing true but the further question on the horizon is whether the modern media, as well as news providers, recognize the need to evolve in rapidly changing environments.

In the most base, simplistic review, it appears that the vast majority of decision makers are peering into the future with their foundation set in the past. The failing grade of media outlets faced with plummeting readership is moving towards paid subscription and serves as evidence that they have lost touch with the modern world of information moving freely. The revenue stream is not simply from the quality of content but how it is delivered through the portals of today. Successful media outlets must understand this crucial test and will continue to separate themselves from the flock should they do this, creating a new series of major “players”.

The foundation of media was virtually unchanged, or at least to some degree, for many decades but now is in constant flux. The vast horizon of Social Media has leapt to the forefront but unlike “conventional” media, its window of being timely is significantly shorter. Customer loyalty within the broad Social Media sector is a rare breed where the errors of MySpace last decade seem to be infiltrating Facebook in the present. While the latter readies for an IPO in the near term, its founder, Mark Zuckerberg, seems to have forgotten what made it a success during his teen years. Is it a matter of poor understanding of the foundation of success in the modern media or with the founder now twenty-six, has it lost touch with the grassroots of what turns Social Media? With Facebook’s shocking errors with culling privacy, it appears the latter and if they are not careful they will merely become a birthplace of the next major player in the media.

Modern media is on course for evolution of unforeseen levels and its present day look will be radically different by decades end. For the successful media outlet and marketing manager, the first key to success and growth is recognizing the inevitability of change and the vision to move boldly forward.

Prepared by J. Davies
©Helix World Media, 2010.
All rights reserved