Submitted by eacastel on Tue, 09/15/2009 - 19:11
Established newspapers have fallen out of the power circle. They no longer control the relationship between the news source and the audience, nor the product with the advertiser. Newspapers would act as a broker between these 3 players: advertisers, content and audience. Well not anymore. Brokers and intermediaries have been displaced by digital programs and companies that facilitate, beyond the original models, the relationships between the producer and the consumer in new and uncharted ways.
Physical bookstores and record stores are no longer needed. This does not mean that people are not buying books, Amazon is doing well; or records, iTunes and subscription sites are thriving. The difference now is that your traditional "middleman", the stores and buyers, have been supplanted by the net. The advent of digital content has brought about a revolution on how news is consumed, sponsored and produced. Now is the turn for newspapers to adapt or fail and become content marketers instead of brand marketers.
Newspaper vs. audience
By Mickey Alam Khan, Editor in chief of Mobile Marketer
