Wednesday, March 22, 2006
The role of the newspaper
Already newspapers have ceased to be a source of the truth and, if they are any good and wish to survive, are becoming our trusted editors.
The important function that remains is editing, they create brands based on what is not in rather than what is in a newspaper. They create a world view and tone of voice that becomes a familiar way to receive news.
This personal voice creates a loyal audience, over the last century this audience has been leveraged in print advertising and more recently in broadcast news with television advertising. In the future similar brands will be willing to pay for the attention of this audience, the basics have not changed just the execution.
The important function that remains is editing, they create brands based on what is not in rather than what is in a newspaper. They create a world view and tone of voice that becomes a familiar way to receive news.
This personal voice creates a loyal audience, over the last century this audience has been leveraged in print advertising and more recently in broadcast news with television advertising. In the future similar brands will be willing to pay for the attention of this audience, the basics have not changed just the execution.
