Richard Lambert, editor of the FT for ten years, has written a powerful piece about the issues facing the British media in this week's Guardian. It's well worth 
a read but from a Modern Marketing perspective this excerpt is interesting:
'The old business model - where mass news publishers were supported by mass advertisers -- has gone forever. Instead, advertisers are seeking niche audiences -- people most likely to respond to their particular message with a minimum degree of wasted opportunities.'
Note this doesn't mean the end of mass media, just the end of the model that has supported it financially. It seems very likely that the new model will be subscription-based as people seem happy to pay for good entertainment without being irritated by advertising.
Comments