<\/p>\n
Media world ‘in chaos’ as journalism, publishing and agencies face grim future, according to US commentator<\/a><\/p><\/blockquote>\n<\/iframe><\/p>\n<h1 style=\"font-weight: 400; color: #333333;\">Media world \u2018in chaos\u2019 as journalism, publishing and agencies face grim future, according to US commentator<\/h1>\n<p style=\"color: #333333;\"><a style=\"color: #336699;\" href=\"http:\/\/cdn0.mumbrella.com.au\/wp-content\/uploads\/2014\/07\/B-Garfield-A.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-241609\" src=\"http:\/\/cdn0.mumbrella.com.au\/wp-content\/uploads\/2014\/07\/B-Garfield-A-234x302.jpg\" alt=\"B-Garfield-A\" width=\"234\" height=\"302\" \/><\/a>The future of traditional journalism, particularly at a regional level, is \u201cfucked\u201d, as are legacy publishers and even agencies, with all becoming obsolete in the digital age, according to a media commentator.<\/p>\n<p style=\"color: #333333;\">Veteran US journalist Bob Garfield painted a picture of near-armageddon with out of work journalists, a defunct advertising model and agencies who are no longer relevant.<\/p>\n<p style=\"color: #333333;\">He also had strong words for creatives who \u201clike to give trophies to one another for their creative genius and parade like Tony the Tiger down Madison Avenue every Fall during ad week,\u201d warning\u00a0\u201cif they think people love their ads they are sorely, tragically mistaken\u201d.<\/p>\n<p style=\"color: #333333;\">Speaking at the Association of Data Driven Marketing and Advertising (ADMA) conference in Sydney yesterday, Garfield, a columnist for Media Post, said the Internet has spawned \u201cbillions of journalists on the ground and camera phones in hand in search of a story\u201d.<\/p>\n<p style=\"color: #333333;\">\u201cI represent the last generation of journalists whose vocation was a handsome livelihood,\u201d he told delegates.<\/p>\n<p style=\"color: #333333;\">Asked about the future for a 30-something journalist, he said: \u201cYou are fucked,\u201d adding that a journalist friend with years of experience now waters plants in offices for a living.<span id=\"more-241574\"><\/span><\/p>\n<p style=\"color: #333333;\">\u201cMany say we are in the golden age of content. Which is true unless you want to discuss journalism, particularly local journalism which has suffered greatly at the hands of digital chaos,\u201d he said. \u201cExcept for search, gaming and porn, nobody is making mony of any consequence online.<\/p>\n<p style=\"color: #333333;\">\u201cAs audiences fragment the amount of revenue coming in for any particular piece of content goes down eventually to the point when the publisher or broadcaster can no longer afford\u00a0to produce the thing.<\/p>\n<p style=\"color: #333333;\">\u201cSo if you were looking forward to a great career in media and marketing it might be a good idea to remove your belt and shoelaces.<\/p>\n<p style=\"color: #333333;\">\u201cThis isn\u2019t about digital verses legacy it\u2019s about the growing obsolescence of the advertising supported media model.\u201d<\/p>\n<p style=\"color: #333333;\">While accepting that \u201cmore choice is wonderful\u201d, Garfield warned that the impending demise of the large media companies and proliferation of amateur journalists will lead to a splintered industry and reduction in quality reporting.<\/p>\n<p style=\"color: #333333;\">\u201cWhat will be lost is critical mass, the ability for anyone to have a strong enough voice to make a difference amid all the deafening noise of the crowd,\u201d he said.<\/p>\n<p style=\"color: #333333;\">Traditional media organisation commanded the attention of, and held to account, governments, industry and other institutions, he continued.<\/p>\n<p style=\"color: #333333;\">\u201cWe can have a separate discussion about how responsible and intrepid the media were with this power, but that power was undeniable,\u201d he said. \u201cIn general, those organisations attracted the best talent with the most professionalism and the greatest access. In a word, they had clout and professionalism mattered.<\/p>\n<p style=\"color: #333333;\">\u201cWe didn\u2019t offer perfection but we came with a frame of reference.\u201d<\/p>\n<p style=\"color: #333333;\">Overall, the newspaper industry is \u201ctragically circling the drain\u201d, with asset values decimated, profit margins eradicated and print subscriptions plummeting.<\/p>\n<p style=\"color: #333333;\">\u201cThe result has been vastly diminished journalism, and increasingly desperate measures by publishers such as so-called native advertising, which we can discuss later provided you want to talk about prostitution,\u201d he said.<\/p>\n<p style=\"color: #333333;\">Garfield said the traditional advertising model has fallen apart in such a fragmented, digital market, while viewers fast forward through adverts like never before.<\/p>\n<p style=\"color: #333333;\">\u201cWhy do they they skip past the commercials? For the same reason he puts spam filters on his computer and refuses to click on any banner ad ever for any reason at any time,\u201d he said. \u00a0\u201cAdvertising people like to give trophies to one another for their creative genius and parade like Tony the Tiger down Madison Avenue every Fall during ad week. But if they think people love their ads they are sorely, tragically mistaken.<\/p>\n<p style=\"color: #333333;\">\u201cFor more than three centuries consumers have put up with ads. Some ads are funny and clever and some even worm their way into our heads and popular culture.\u00a0But they are and have always been a nuisance. To most people all advertising is spam. The proof being that the moment technology afforded us the ability to skip them, skip them we have.\u201d<\/p>\n<p style=\"color: #333333;\">He said the \u201cnext bloodbath will be in TV\u201d.<\/p>\n<p style=\"color: #333333;\">Agencies did not escape the gloomy outlook with Garfield predicting they will become obsolete in such a changing media landscape.<\/p>\n<p style=\"color: #333333;\">\u201cThe agency business is toast because no matter what anyone tells you, it derives its income from creating and placing large ad campaigns . The larger the more lucrative but mass is going away and the agency business does not adapt to micro.<\/p>\n<p style=\"color: #333333;\">\u201cThe entire media universe is in chaos.\u201d<\/p>\n<p style=\"color: #333333;\"><strong>Steve Jones<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p> Media world ‘in chaos’ as journalism, publishing and agencies face grim future, according to US commentator Media world \u2018in chaos\u2019 as journalism, publishing and agencies face grim future, according to US commentator The future of traditional journalism, particularly at a regional level, is \u201cfucked\u201d, as are legacy publishers and even agencies, with all becoming … <a href=\"https:\/\/blog.panicola.com\/?p=2354\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Media redux<\/span> <span class=\"meta-nav\">→<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,29],"tags":[],"class_list":["post-2354","post","type-post","status-publish","format-standard","hentry","category-business","category-management-and-leadership"],"_links":{"self":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2354"}],"version-history":[{"count":1,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354\/revisions"}],"predecessor-version":[{"id":2355,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354\/revisions\/2355"}],"wp:attachment":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
<\/iframe><\/p>\n<h1 style=\"font-weight: 400; color: #333333;\">Media world \u2018in chaos\u2019 as journalism, publishing and agencies face grim future, according to US commentator<\/h1>\n<p style=\"color: #333333;\"><a style=\"color: #336699;\" href=\"http:\/\/cdn0.mumbrella.com.au\/wp-content\/uploads\/2014\/07\/B-Garfield-A.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-241609\" src=\"http:\/\/cdn0.mumbrella.com.au\/wp-content\/uploads\/2014\/07\/B-Garfield-A-234x302.jpg\" alt=\"B-Garfield-A\" width=\"234\" height=\"302\" \/><\/a>The future of traditional journalism, particularly at a regional level, is \u201cfucked\u201d, as are legacy publishers and even agencies, with all becoming obsolete in the digital age, according to a media commentator.<\/p>\n<p style=\"color: #333333;\">Veteran US journalist Bob Garfield painted a picture of near-armageddon with out of work journalists, a defunct advertising model and agencies who are no longer relevant.<\/p>\n<p style=\"color: #333333;\">He also had strong words for creatives who \u201clike to give trophies to one another for their creative genius and parade like Tony the Tiger down Madison Avenue every Fall during ad week,\u201d warning\u00a0\u201cif they think people love their ads they are sorely, tragically mistaken\u201d.<\/p>\n<p style=\"color: #333333;\">Speaking at the Association of Data Driven Marketing and Advertising (ADMA) conference in Sydney yesterday, Garfield, a columnist for Media Post, said the Internet has spawned \u201cbillions of journalists on the ground and camera phones in hand in search of a story\u201d.<\/p>\n<p style=\"color: #333333;\">\u201cI represent the last generation of journalists whose vocation was a handsome livelihood,\u201d he told delegates.<\/p>\n<p style=\"color: #333333;\">Asked about the future for a 30-something journalist, he said: \u201cYou are fucked,\u201d adding that a journalist friend with years of experience now waters plants in offices for a living.<span id=\"more-241574\"><\/span><\/p>\n<p style=\"color: #333333;\">\u201cMany say we are in the golden age of content. Which is true unless you want to discuss journalism, particularly local journalism which has suffered greatly at the hands of digital chaos,\u201d he said. \u201cExcept for search, gaming and porn, nobody is making mony of any consequence online.<\/p>\n<p style=\"color: #333333;\">\u201cAs audiences fragment the amount of revenue coming in for any particular piece of content goes down eventually to the point when the publisher or broadcaster can no longer afford\u00a0to produce the thing.<\/p>\n<p style=\"color: #333333;\">\u201cSo if you were looking forward to a great career in media and marketing it might be a good idea to remove your belt and shoelaces.<\/p>\n<p style=\"color: #333333;\">\u201cThis isn\u2019t about digital verses legacy it\u2019s about the growing obsolescence of the advertising supported media model.\u201d<\/p>\n<p style=\"color: #333333;\">While accepting that \u201cmore choice is wonderful\u201d, Garfield warned that the impending demise of the large media companies and proliferation of amateur journalists will lead to a splintered industry and reduction in quality reporting.<\/p>\n<p style=\"color: #333333;\">\u201cWhat will be lost is critical mass, the ability for anyone to have a strong enough voice to make a difference amid all the deafening noise of the crowd,\u201d he said.<\/p>\n<p style=\"color: #333333;\">Traditional media organisation commanded the attention of, and held to account, governments, industry and other institutions, he continued.<\/p>\n<p style=\"color: #333333;\">\u201cWe can have a separate discussion about how responsible and intrepid the media were with this power, but that power was undeniable,\u201d he said. \u201cIn general, those organisations attracted the best talent with the most professionalism and the greatest access. In a word, they had clout and professionalism mattered.<\/p>\n<p style=\"color: #333333;\">\u201cWe didn\u2019t offer perfection but we came with a frame of reference.\u201d<\/p>\n<p style=\"color: #333333;\">Overall, the newspaper industry is \u201ctragically circling the drain\u201d, with asset values decimated, profit margins eradicated and print subscriptions plummeting.<\/p>\n<p style=\"color: #333333;\">\u201cThe result has been vastly diminished journalism, and increasingly desperate measures by publishers such as so-called native advertising, which we can discuss later provided you want to talk about prostitution,\u201d he said.<\/p>\n<p style=\"color: #333333;\">Garfield said the traditional advertising model has fallen apart in such a fragmented, digital market, while viewers fast forward through adverts like never before.<\/p>\n<p style=\"color: #333333;\">\u201cWhy do they they skip past the commercials? For the same reason he puts spam filters on his computer and refuses to click on any banner ad ever for any reason at any time,\u201d he said. \u00a0\u201cAdvertising people like to give trophies to one another for their creative genius and parade like Tony the Tiger down Madison Avenue every Fall during ad week. But if they think people love their ads they are sorely, tragically mistaken.<\/p>\n<p style=\"color: #333333;\">\u201cFor more than three centuries consumers have put up with ads. Some ads are funny and clever and some even worm their way into our heads and popular culture.\u00a0But they are and have always been a nuisance. To most people all advertising is spam. The proof being that the moment technology afforded us the ability to skip them, skip them we have.\u201d<\/p>\n<p style=\"color: #333333;\">He said the \u201cnext bloodbath will be in TV\u201d.<\/p>\n<p style=\"color: #333333;\">Agencies did not escape the gloomy outlook with Garfield predicting they will become obsolete in such a changing media landscape.<\/p>\n<p style=\"color: #333333;\">\u201cThe agency business is toast because no matter what anyone tells you, it derives its income from creating and placing large ad campaigns . The larger the more lucrative but mass is going away and the agency business does not adapt to micro.<\/p>\n<p style=\"color: #333333;\">\u201cThe entire media universe is in chaos.\u201d<\/p>\n<p style=\"color: #333333;\"><strong>Steve Jones<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p> Media world ‘in chaos’ as journalism, publishing and agencies face grim future, according to US commentator Media world \u2018in chaos\u2019 as journalism, publishing and agencies face grim future, according to US commentator The future of traditional journalism, particularly at a regional level, is \u201cfucked\u201d, as are legacy publishers and even agencies, with all becoming … <a href=\"https:\/\/blog.panicola.com\/?p=2354\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Media redux<\/span> <span class=\"meta-nav\">→<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,29],"tags":[],"class_list":["post-2354","post","type-post","status-publish","format-standard","hentry","category-business","category-management-and-leadership"],"_links":{"self":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2354"}],"version-history":[{"count":1,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354\/revisions"}],"predecessor-version":[{"id":2355,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=\/wp\/v2\/posts\/2354\/revisions\/2355"}],"wp:attachment":[{"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2354"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2354"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.panicola.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2354"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}