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Traditional media struggles to stay relevant in a digital world




How does old media adjust in a new media world? So far, badly. Newspapers give away their print content for free and can’t recoup the losses from the print edition from online advertising revenue. Classified advertising has gone to a thousand general and niche job boards, and eBay, and free sources like Craigslist. Having gotten used to free content, readers may be reluctant to pay for it, even though the New York Times and others are experimenting with a paid model.


Radio stations started streaming their programming on the internet, only to face separate fees to play music on the internet. Unionized voiceover talent demanded more pay to be heard on the internet, causing stations to replace over the air commercials with fill music or different commercials. This results in most radio station web streams sounding very sloppy, with dead air and late re-joins.


TV sites are good for the local weather radar and re-hashes of news content, but where is the original content?.


Cox Media (Dayton Daily News, WHIO-TV, WHIO AM/FM, WHKO, WZLR) is taking a step in an interesting direction. They have begun the tedious process of cross-training all of their staff on all aspects of their business, as they relocate radio and TV to the Dayton Daily News editorial building.  After decades of strict separation of radio, TV, and newspaper staffs,  Dayton Daily News reporters are showing up on radio and TV, and radio and TV reporters are blogging. Soon advertising sales people will be selling not just one media, but all of them. How will that work? Stay tuned.






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