Archive for October, 2012

October 4th, 2012

All the world’s a stage

One of the more interesting (and consistent) challenges I deal with at work is explaining to potential clients (and sometimes current ones) the fragmentation in the media world. On one level, this is understood; it is precisely because people understand there is a challenge that they seek out a company like ours.

At the same time, it can be difficult to grasp. The major opinion-leaders and “influencers” remain, but their overall impact might be diminished. Or they may exert influence, but in ways that require support. Where there was once an audience–perhaps 85% of that audience were your subscriber base, and another 15% were the random people inspired by specific programs–there are now many different audiences, consuming many different sources of information in just as many different forms.

Here is one more very blunt way to think about it.