February 28th, 2006

Buying More Snow


The newspaper and magazine industries are trying to buy back some of their rapidly dwindly credibility with advertisers, with $50 million and $40 million ad campaigns respectively (via Jeff).

The other day, my 2-year-old daughter observed that all of the snow from the recent East Coast storm had melted. “Go to the store and buy more snow,” she suggested.

Try as it may, Old Media can’t “buy more snow” — it needs to evolve by leveraging its two greatest assets — audience and brand. But unless Old Media embraces deep audience participation and provides its content in fully distributed, atomized, and digitized forms (and about 27 other 2.0 imperatives), Old Media brands will have as much value as melting snow to a 2-year-old: here today, gone tomorrow.

Comments (4 Responses so far)

  1. Do you really think it’s ‘here today, gone tomorrow’, especially since 90% of old-medias users don’t want or need ‘web 2.0’?

    Why won’t old media be able to move roughly at the pace of their readers and slowly absorb the new ways to consume media?

  2. [...] Buying more snow. Scott Karp at Publishing 2.0 argues newspapers and magazines can’t buy their way back into readership. [...]

  3. Ted, I think Old Media can stay one step ahead of the “new ways of consumer media,” but it’s moving faster than most think and faster than many can readily respond. Regardless of the rate, the fact is that the “snow” IS melting.

  4. This brings up a question I’ve been struggling with: are Old Media’s audiences ready for Web 2.0 imperatives? My feeling is that the majority of these audiences (especially with newspaper), are not ready for the community participation, social networking, [insert buzzword here] that everyone is talking about. I agree that Old Media needs to move there, but like Ted posted above, they will probably move at a pace that is more comfortable to their audiences.

    But yes, the snow is melting and Old Media is scrambling.

Add Your Comment


Receive new posts by email