How to survive the technological revolution in the media

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The world is going through significant changes, and journalism which has so far operated in fixed models has currently been caught up in a whirlwind of changes. Shifting news to online platforms and a persevering global economic crisis have forced the journalism profession to seek out new business models and ways of financing. Weekend Media Festival held a panel discussion regarding new ways of journalism surviving in an ever-changing environment, with Marko Biočina from Jutarnji list, Ivona Čulo from Adria Media Zagreb, Marijan Jurenec from Planet TV and Mihailo Ponjavić from Media Impact Serbia.

Everything is migrating towards digital today, all participants agreed. The focus is shifting from classic content creation as a main source of income towards native advertising which has proved to be a worthy replacement, while the trend of video advertising marks a steady increase and the regional media has been gradually shifting its advertising to it as well. One thing is certain, the times of single-dimensional content creation are over, Clients tend to demand integrated marketing communication from every media.

„Content isnt crucial anymore, but the context in which the content was placed to the users. We are now closer to the user than ever before, and our task is to, at least from the print medias perspective, to place relevant content, at the right time and on the right platforms. Despite that fact, we are in danger that the content placed on the web “eats up” the content for print because some are still not aware that online and print are two different media, which means it is necessary to adjust the content for each medium”, stated Ivona Čulo.

There is also the issue of technological limitations when it comes to print media and the possibility of choosing content by the user, which makes the previously packaged sets of content like the daily newspaper a little bit out-dated. The reader decides what he or she wants to read and will therefore find the proper source of information, which means it is no longer enough to just place a usual packet of content, a struggle for the reader’s attention has become evident.

„The technological revolution has started in the media even before the economic crisis, so the changes that the media are currently experiencing are not necessarily caused by the need to find new sources of income, but more a natural flow of technological development which offers a larger possibility of choice to the readers. It is not unusual that the media turns to projects that are not strictly connected to the journalism profession, there seems to be quite a lot of media inclusion in event management which has proved to be extremely profitable, sometimes even prevailing the profits of classical media advertising”, added Marijan Jurenec.