Smart Content or Smart Media?

While perusing through the ThoseinMedia LinkedIn group, I happened upon a a sweet post that I throught was extremely relevant to the upcoming Smart Media 09’ training event in Lindon, Utah. The article was posted on Digital Signage Insights and quickly covers the main topic of what many consider to be the death of traditional news.

In today’s on-demand world, we have the ability to personalize media. We can access information in real-time and use a single portal to view content from sources that span the globe. Once the gatekeepers of content, newspapers and other traditional media outlets must now fight for relevance amidst upstart bloggers, online video networks, and the resounding voices of an ever-connected community of empowered individuals.

Is it the end for print-based newspapers? Are they doomed to fail? This is a tall order to answer, but I do agree that many, if not most news organizations, have not properly gauged the value and need to adapt in the digital age. In fact, most newspapers are succumbing to a new reality of doing business because they have not gone far enough. For many, it’s simply too late. Most news organizations have had a digital storefront for many years - yet they’re bleeding? Why? Is having a digital presence good enough? Of course not! The questions loom large as to how newspapers, online magazines, or any content driven organization can survive in an online world. Here’s a note worth considering -

Gone are the days of push media. Instead of just sending information across content pipelines, these outlets need to actively engage and communicate with their audiences. New media is a two-way conversation.

First, I think that in order to survive in any aspect of the digital age, Web 2.0. or properly use “new media,” one must understand the terms and technologies. The term “new media” is improperly used on a frequent basis. Many consider new media to be “new” or applied to the recent social media phenomenon. Well, sorry to bust the bubble but the term has been around since the early “nineties” but only recently began to find traction. The term is very easy to define. There was a time when “traditional” media was analog-based content and then there was “new” digitally-based content. CD-ROM technology was the primary moving point with this new medium. The Web followed soon after and became an instant hit by the late nineties. The dot-com crash did little to hinder the progress of online content distribution and today it flourishes with unique value. However, the Web is only one aspect of “new” media that must be considered. It’s no longer about the Web - it’s about being connected through the Internet through various touch points!

Therefore, my second point is based upon another portion of the quoted blog post.

Nick Bilton, a user interface specialist and lead researcher within The New York Times Research & Development Lab states “sensors in every part of our lives [are] helping us aggregate smart content that is relevant to the device we are using.” He spoke of QR codes, “smart content” delivery, immersive video, and storytelling across different technology platforms. As Bilton notes, “paper is just a device.”

I take issue with the point about the device! Why? It’s not about the device - it’s about people and the content. I get the reasoning behind the statement, but I don’t subscribe to it. In reality, I believe and teach that to be successful in the future it’s about creating “experiences” that matter - not the technology. If that was the case then training people how to use new media would be about the technology and then moving on. This simply isn’t the case! Smart Media events are about teaching people how to use “new media” tools effectively by giving participants, those who want to learn and use it effectively, an experience using the technology in order to find relevance. Relevance comes by application.

Coming full circle, content should be delivered in the future in a meaningful way and not based upon delivery. When was the last time you heard a newspaper suggest that readers are going to have an experience when “reading” their paper/online news? Do we read it just because it’s digital? Do we subscribe because it’s easy? In fact, I believe traditional media forgot their customer and lost the magic to engage their audience!