A Message To Those In Traditional Media: Evolve Or Die

lessons in marketing and media, with Renzie Baluyut.

a former colleague of mine in the FM radio industry in Metro Manila shared this video he found on YouTube (thanks Vince!). It's a video by Holland Cooke, and it serves as a wake-up call to anyone who's worked in radio.

I suppose I was fortunate to have left the radio industry early enough to make a transition elsewhere. The Philippine radio industry has been in decline for quite some time now (let's not mince words here), and for many reasons. Sure a few stations are still able to turn out a profit, but the vast majority have been performing poorly for years.

And it just isn't radio. Print media has also been hard hit (do you remember the last time you actually bought a newspaper or magazine?). TV is even more cutthroat than ever. Heck, people hardly even use their TV anymore for the purpose of JUST watching TV (think downloaded content, DVDs, live streaming, DVRs, XBox, etc).

The Situation, For Real.

Times have changed. More than ever, advertising budgets are going towards internet spending. Everyone has the latest in portable music players, or at least wants to get that shiny new iPhone. Social media usage is off-the-charts. The shift has gone from radio-controlled content, to content users decide to put together.

And let's talk about user-generated content more a bit: with so many resources and tools readily available online, anyone with a little imagination and a great desire to share can have a podcast, a blog, or a video channel, and all kinds of people from all over the world can have access to it.

Anyone can be a DJ, announcer or commentator, from anywhere, anytime. Now that's on-demand, user-generated content for you.

The business of traditional media is in the toilet right now. Of course, traditional media companies will streamline, and some will even embrace the whole new media approach, but things will definitely get worse before they get better.

So when Holland Cooke says "Prepare to get fired."? He's actually right.

The Good News Is...

If any user anywhere has the power to get in on blogging, podcasting or viral video production, then that means you, as a media professional, can get into it as well.

In fact, while others are struggling to put out a piece of work online, you already have the skillsets to come up with something so much better. After all, you are a professional.

• Radio folk are not only great at public speaking, they can also write for an audience, and put digital editing skills to use as well. This can easily translate into podcasts, or blogs filled with lots of interesting content.
• Newspaper and magazine folk are even better at coming up with all kinds of stories and articles, and usually have access to information or personalities regular people can't get to. This definitely makes for even better content.
• TV folk look great in front of a camera, or can at least handle a camera so much better than most people. Add to that great storyboarding and editing, and you can easily make top-notch videos than anyone else can.
  

If you want a tip from me, I'd say look for opportunities to synergize and collaborate with others. You're probably kickass all by yourself, but think of how much more ass you'll all be kicking if you work together?

In Closing...

This is a new and exciting time, particularly for us traditional media folk. Holland Cooke has already pointed out how radio people can carve out a niche for themselves in this brave new world of new media and Web 2.0. And this pretty much applies to all our other colleagues in print and TV.

Take time to look for opportunites to learn and collaborate. Holland has even gone so far as to recommend some books to read, even gear you can plug into your PC/laptop to get you started.

All you have to do, really, is take a more active role in your evolution as a media professional.

On a personal note, consider this as an invitation to all of you, my colleagues in radio, print and TV. If for some reason you need my help or advice in anything related to blogging, podcasting, social media or internet marketing, I'll make myself readily available. If I can't help you, at least I'm sure I know people who can.

So are you ready to evolve for your own good?

Cheers, everyone!