We get two newspapers by home delivery and both have announced a price increase. This comes as no surprise. Costs are increasing. Readership is down. Revenue is in free fall. Readers are growing older and are not being replaced.
The formula is clear. Some day it will be too expensive to distribute news this way. Publishers will no longer be able to print and distribute news on paper, and I’ll no longer be able to afford it.
Millennials get their news in other ways, mostly from the web through social media and websites that package information specifically for them. If they want news in any form, it’s on a screen.
Allen Mutter, in his blog “Reflections of a Newsosaur,” concludes that “editors and publishers have only themselves to blame” for losing this generation. They are coveted not only for their current buying power, but because they are the future. Mutter says publishers talked to one another and did not engage millennials to discover their interests, attitudes, and media uses. That’s how they lost them.
To underscore his point, he compares demographic statistics from traditional media audiences to visits to websites that cater to millennials. He used: BuzzFeed, Circa, Mic, Upworthy, Vice, Vocative, Vox and the McClatchy chain. The handwriting is on the wall, or more aptly, on the screen.
The Era of the Screen
We’re in the era of the screen, and screens on various devices result in a sea change. The changes we’re going through are so widespread and disruptive they affect traditional business models, the way we go about our daily affairs, language and culture.
Predicting this would have required an ability to foretell the future with a skill few of us have. Who knew that in 2014 millennials would use four or more digital devices a day, or check their mobile phones 45 times a day? Who foretold that the primary way they would learn about new information is through social media? Or that sharing would come to mean more than letting someone else play with your toy?
The shift from broadcast to hypertargeted media is upending how we communicate. We no longer buy radios because we listen to news, podcasts, and music online, or download them to handheld devices. We watch videos on mobile screens. We select content based on our interests and needs. We’re overloaded with options and we’ve learned to filter out that which doesn’t appeal to our specific interests.
Institutional authority is changing. It’s too soon to know how this will shake out, but it’s clear that what we’ve known as traditional institutional models must change. And businesses that traffic in information and entertainment such as movies, radio, television, music and news are challenged to change their business models.
Researchers say millennials want socially responsible information relevant to them. They want entertaining information, often packaged in graphics or video. They rely on friends and sharing to help them filter content options. They are less interested in dispassionate, objective journalism than in writing with a point of view.
Demographics Don’t Define Us
But ad executive David Bohan makes the point that millennials, like the rest of us, are not a lump of demographic similarities. They’re people with distinct interests and lives. Millennials have different interests at different stages of life. They are loyal to brands they trust but also discriminating and savvy.
If there is a message to be gleaned from this complexity it is that we cannot reduce people to their demographic and psychographic profiles. Life is more nuanced than this. We have distinct interests, desires and expectations. Some of us are native to this new communication environment. Others are digital immigrants, subject to the changes that media bring to our lives, uprooting us from the security that institutions provided in the past.
The New Challenge
And if there is a constant in this mix it is that one-way communication has given way to conversation. Multiple conversations, in fact. Communication is about relationships. The new challenge is to venture from the familiar and find a place in the new landscape. It calls for listening and learning. We can talk to ourselves but risk that the rest of the world will pass us by.
The challenge that virtually every institution based on mass membership, mass circulation or mass audience faces today is to find a place in the new landscape and converse with those who inhabit it, and find ways to communicate relevance, authenticity and responsibility. And to do it in an appealing way.