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Can media producers adapt and lead, or will they disappear as we move out of journalism’s Ice Age?

Can media producers adapt and lead, or will they disappear as we move out of journalism’s Ice Age?

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Any media organization that wants to survive must address four issues:

www.themediaconsortium.org/thebigthaw

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New & Emerging RealitiesThis chart pinpoints key industry changes that are shaping tomorrow’s media.

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writing/ producing

publishing & broadcasting

distributing

Content owners

Paid marketing,

sales & fundraising

staffPaid suppliers

consumption

SubscriptionSingle-pay

Public radio/TVGranted

broadcast licenses

Nonprofits granted tax

breaks

selling other products

philanthropy or government

creative agencies

advertiser

media planning & buying

Journalism’s Old Value ChainThis chain is delineated with clear roles and exchanges of value.

Each link in the blue value chain represents a role that a media organization might play.

Green represents funds or subsidy support

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But the value chain has changed.

• What role do we play in the value chain now?

• How could our role become most

valuable to our communities?

• Is it best to focus primarily on one role or integrate many roles at once?

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Each link in the blue value chain represents a role that a media organization might play

Source: compiled from interviews. The new value chain is a working model based on observed industry dynamics.

combining&

sharing

writing/ producing

retrieving

& storingcontent

publishing

SearchDiscovery

Cloud ComputingE-readers

connecting

CommunityConversational marketing

In-person events

making impact

Social changePolicy

change

distributing/

aggregating

Offline & online

Convergence

(cross platforms & devices)

Content owners

Increasingly includes

“Journalpreneurs”

Content owners

consumption

Subscription &

Single-payMicropaymen

ts

selling other products

philanthropy or government

advertising

volunteer & open-source labor

New value chain (working model)

Green represents funds or subsidy support

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II

IIV

III

Big Thaw Recommendations: Four Decisive Moves

CHANGE INTERNALLY

New models will most likely come from new players.

INCREASE EXPERIMENTATION

Greater Experimentation will win.

LEVERAGE UNIQUE ROLE OF CONSORITUM

Standing together will be more valuable than working alone.

BUILDING AUDIENCES AS COMMUNITIES

Decentralized communities will create the greatest impact.

Changing

internally

Incr

easing

expe

rimen

tatio

n

Build

ing

audi

ence

s

as com

mun

itie

s

Leveraging unique

role of a consortium

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The Media Consortium is a network of the country’s leading, progressive, independent media outlets. Our mission is to amplify independent media’s voice, increase our collective clout, leverage our current audience and reach new ones. We believe it is possible and necessary to seize the current moment and change the debate in this country.

Download or purchase your copy of this study at:www.themediaconsortium.org/thebigthaw