Chris Brogan, a pretty credible blogger focusing on marketing and business, recently published a few casual thoughts on what would define the next-generation media outlet (ie, a magazine or newspaper that would start from scratch, say, 5 years from now).
Here are a few highlights from what he had to say:
- Stories will be “points in time,” but won’t end at publication. (Edits, updates and clarifications would continue to happen after publication)
- Content creators won’t necessarily be on staff at the publication. Nonetheless, curators and editors continue to rule.
- Media won’t stick to just one form. Text, photos, video, music, audio, animation, etc, will all flow together.
- Advertising won’t be the primary method of revenue. Instead, we’ll see publishers marketing the content that’s being written about, contextually and within the article. Brogan writes, “Why not book hotels and flights from my travel magazine directly?”
- Collaboration is key. Why should the editor pick the next cover? Why shouldn’t a reader’s picture of the car crash be the best?
- Everything is modular and linkable. Everything is fluid. If a reader wants the publication to be a business periodical, then he/she won’t have to read a piece about sports.
- Paper isn’t dead, it’s on-demand. Users will be able generate a paper version of the publication when or if they want it. Do-it-yourself publishing.
You can read the full article, plus reader’s commentary, right over here. (Thanks to Kirk LaPointe for the tip — yep, I found out about the “future of news media” via the editor of the Vancouver Sun using Twitter. Perfect.)
From my perspective, I think the next-generation media outlet might just have to be medium-free. That is, it might not be just “a newspaper” or “a radio station” or “a website” — the outlet would use multiple delivery methods, adapted to its subscriber base. Having the fluidity to employ multiple mediums would speak well to the outlet’s core editorial strategy: as long as the content is compelling and well-produced, it should be deployable anywhere.
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Kevan Gilbert is a life-size replica of a 5'8" tall human being, and comes with several interchangeable outfits and a realistic haircut. In the daytime hours, Kevan works as Project Coordinator of Creative Technologies at Vancouver’s Union Gospel Mission, overseeing an online strategy that raises over $700,000 a year. When he’s not spending time with his beautiful wife Kendra in their hometown of Burnaby, BC, Kevan is available to meet, chat and collaborate.
Best intro to an “about me” I’ve read yet! Oh, and the website’s top shelf too. Obviously.
Aw, thanks a bazillion, Keela. You’re so nice.
Good commentary. I mostly think Brogan’s right (based on your summary–haven’t read the article). The trick is turning this vision into something that’s financially sustainable. His critique of ad-support doesn’t bode well. His idea of tie-ins is a little weird, in my mind. New media sites could be *portals* to travel sites et al, but I typically like to use the best sites for things like that, and very few blogs (or whatever you want to call them) are going to really establish their own service for something that big and expensive. Instead, they’d front-end another service. In essence, what would work is just advanced advertising. But maybe I speak of what I know not.
Nice site, btw. Stumbled across it because I was using 123people on myself (freaky experience, that) and found your COMM 411 paper. Good essay.
Kevin! Thanks for the great comment. Your perspective carries a lot of weight, and I really value you sharing. Funny that you rediscovered my Comm 411 essay; I didn’t mean that to haunt you and taint your good name. :)