Newspapers, magazines, radio -pillars of traditional media - are entering uncharted waters in which their futures are being called into question. Many would say rightly so. As media platforms, they lack the flexibility and relevance that can be found online. Thinking their place in society was cemented, they failed to leverage their strengths during the early days of the Web. Such is the reality when organizations think they are untouchable.
In today's on-demand world, we have the ability to personalize media. We can access information in real-time and use a single portal to view content from sources that span the globe. Once the gatekeepers of content, newspapers and other traditional media outlets must now fight for relevance amidst upstart bloggers, online video networks, and the resounding voices of an ever-connected community of empowered individuals.
Some claim this means traditional media giants like The New York Times are heading toward their deaths. The world of traditional media is giving way to a reality in which people have abundant choices in what they view, read, and listen to. How will newspaper conglomerates and radio stations survive this shift in media power?
The only way entities like the Times will maintain their relevance will be by adapting to our changing society. They must tap into the collective intelligence of the community and shepherd technologies that reinvigorate their businesses. They need to embrace the future of media. Rather than defending their media islands, which are slowly sinking into oblivion, they must aggressively step forward and join the new media renaissance. Gone are the days of push media. Instead of just sending inforrmation across content pipelines, these outlets need to actively engage and communicate with their audiences. New media is a two-way conversation.
It's in leveraging channels such as digital signage and the mobile web that media companies can forge deeper connections with consumers. The name of the game is content relevance, delivering information that consumers want at the instant they desire it. Reaching people with targeted, up to the minute information across a number of different portals is a must to succeed in an increasingly fragmented media environment. Properties like The New York Times will weather this economic storm and media shakeout by looking past the boundaries of traditional media.
Nick Bilton, a user interface specialist and lead researcher within The New York Times Research & Development Lab, spoke about a number of the Times' latest projects and innovations at a recent emerging technology conference. And, it appears that The Times is embracing the new media model. During his presetnation, he discussed how "sensors in every part of our lives [are] helping us aggregate smart content that is relevant to the device we are using." He spoke of QR codes, "smart content" delivery, immersive video, and storytelling across different technology platforms. As Bilton notes, "paper is just a device."
In my opinion, "smart content" that is shaped by the people in a given location represents the future of digital signage. Linking content consumption, consumer behavior, and location awareness would lead to digital signage platforms that adapt based on the traits of its audience. A network's content at any given time would be based on the aggregate characteristics of the people closest to the screen. A location's community would shape its own unique media experience.
