This morning, March 25th and day nine of the 2010 NCAA Tournament, I noticed this on the Captivate screen in the office elevators. Let’s see: Villanova went down to St. Mary’s and Northern Iowa shocked Kansas five days ago. In fairness, Duke is still in it and faces a compromised Purdue so indeed, they are ‘medium risk.’ But the sure thing and the longshot are both out.
Bad content. Dated content. Irrelevant content. These will increasingly challenge emerging platforms that replace editors with AI and bots. For most of these outlets, automation is the only financially-viable answer; smaller, fragmented audiences can’t warrant an investment in human talent to collate and curate content.
The issue then, boils down to sustainability. Putting out a good product–something pointed and interesting and revealing–can be a Herculean task. Today’s media consumes content with an unprecedented voraciousness. But how long will these ‘always on’ times last, these days where immediacy and controversy seems to count more than knowledge and assessment? For some platforms, they are sustainable. If you want gossip and funny photos and Fails, the supply is steady and inexhaustible.
But if you want real information–actionable insight and considered viewpoints–your outlets seem to shrink daily.
Not sure that amounts to actual progress…
By Dennis Ryan, CCO, Element 79