Unravelling the media...and the old 'normals'

With COVID-19 changing the face of society, industry and the economy, the media won’t be left untouched. In a post-pandemic world, some things are unlikely to get back to the old ‘normals’. But which ones?

1/. ‘Big Ticket’ events. Whether it’s launching a new product or making a major announcement, COVID has forced organizations to do more things on-line. So post pandemic why go back to spending vast amounts on high-end venues and lavish-entertainment when a press event can all be done virtually, via a web-based ‘experience’, for a fraction of the cost? Getting journalists to register on-line in advance also helps gauge the numbers likely to attend. And while they may miss the social interaction few of them will resent the time they've saved by attending a web event.

2/. Free news. On the basis that ‘Good journalism costs money’, with the notable exception of the BBC the traditional mainstream news publishers increasingly want readers to pay for on-line content. So, expect to see more paywalls and hoops to jump through if you want in-depth coverage beyond the headlines. But regardless of whether-or-not they charge you for their content, most providers will probably want you to register and set-up an account―allowing them to gather data on who’s reading their content. Those data demographics are highly attractive to potential advertisers.

3/. Large editorial teams. Unquestionably, COVID-19 has accelerated the previous on-going process of the slimming-down editorial teams, particularly amongst specialist and trade titles and regional and local newspapers. The pandemic has also opened the door wider to home-working and the shrinking size of editorial offices. Meanwhile, ‘Citizen Journalism’ is creating vast amounts of content (especially images) that the news organizations now tap into. Why send a journalist and photographer to cover a fire when you can acquire content from bystanders with a smartphone?

4/. Trust in the media. Investigations into press behavior have severely undermined whatever belief the public had in the media’s credibility. Consequently, for far too many people the default position now is one of skepticism, cynicism or plain outright denial if a story doesn’t fit their worldview. Simply crying ‘Fake News!’ has also become a great way of dismissing a story without having to prove it actually IS fake. And when social media users believe everything they read it’s only going to get harder for the mainstream media to convince people to view it as the one trustworthy source for news and information.

5/. Hard copy will always be around… perhaps. After a slow and sometimes confusing start, having created on-line versions of their traditional hard-copy publications media companies are now adding unique ‘added-value’ content to their digital offerings. But only to their digital offerings. And it’s not just breaking news either, but commentary, insight and features―the stuff that was previously kept for the hard-copy product. Yet ‘When does everything go on-line?’ is almost the wrong question. What matters for consumers of editorial content is being able to access it in the format of their choice. So whether hard copy lives or dies will ultimately be decided by how much longer the content providers think it’s worth continuing to spend their money on a non-digital format for a dwindling generation that still likes the feel of newsprint…