Thursday, October 18, 2007
It’s a bit early for the locals to celebrate victory on ultra-locals
BBC may be scrapping it’s plans for ultra-local TV sites, but it’s a tad early for local paper owners and editors to be celebrating.
Why? Because the internet allows anyone to get into ultra-local coverage, including students, as the barriers to entry are so much lower than with conventional media – basically contacts, Net access and talent.
A simple Porter’s Five Forces analysis will show you that. The degree of rivalry in media is now higher than ever, especially as the attention economy hots up, so existing media shouldn’t assume audiences are waiting for just them to give them ultra-local news.
Look over your shoulder guys – the Web disintermediates you from your audience and they can now speak directly to each other using it.
So put away the champagne, wake up, smell the coffee and start treating your audience like smart equals and not passive receivers for push media.
Why? Because the internet allows anyone to get into ultra-local coverage, including students, as the barriers to entry are so much lower than with conventional media – basically contacts, Net access and talent.
A simple Porter’s Five Forces analysis will show you that. The degree of rivalry in media is now higher than ever, especially as the attention economy hots up, so existing media shouldn’t assume audiences are waiting for just them to give them ultra-local news.
Look over your shoulder guys – the Web disintermediates you from your audience and they can now speak directly to each other using it.
So put away the champagne, wake up, smell the coffee and start treating your audience like smart equals and not passive receivers for push media.
