A new democracy for new media: challenges to traditional media and adapting to modern consumers

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

The way people are consuming media has changed. The power is no longer held by a select few organizations that dictate what people have access to and when. The structure of having gatekeepers in the media is shifting toward open access and free content, changing how such organizations increase revenue. The prevalence of new technologies such as smartphones and tablets mean that cross-platform viewing is essential. These consumers do not want to be controlled in their viewing habits, whether it be with music, TV, film, or news because they wish to be able to pick and choose what they want, when they want it. In contrast, however, consumers also want to be offered some degree of tailored media based on their preferences for when they do not wish to expend effort searching themselves. Finding the perfect balance for these modern consumers in new media means breaking away from traditional approaches and embracing a new direction.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2016), "A new democracy for new media: challenges to traditional media and adapting to modern consumers", Strategic Direction, Vol. 32 No. 11, pp. 7-9. https://doi.org/10.1108/SD-08-2016-0123