Now that all the last several months of business performance analysis has been pulled together
into a baseline it's time to apply it. At the same time we will also be continuing our last post on Technology by beginning a three-part series taking apart the future of the Technomediatainment Content sector. We probably all still have that meme buried deeply inside us, at least I do, that views Technology as different from other industries; or at least the the B2C portions and especially the Web 2.0 social media. In fact Technology in general (Computers, Telecom and Information Systems) are in fact mature and saturated as much as Steel or Textiles were. Worse the brave new world of content is suffering from similar problems but it's less visible because of the hype surrounding the "new media" and the death of the old. In this post we're going to focus on old media, news in particular, and apply our toolkit to dissecting it. The lessons and findings are interesting for their own sake but also for what they say about the rest of the performance outlook for the Industry as a whole. In a way you'll be surprised....but Social Media is failing the checklist of our performance blueprint as badly as any of the Dotcom startups and for the same reasons. We'll back that assertion up in future posts but for now let's focus on the News !
Changes and Changes: the Industry Value Chain
The common wisdom is that what's killing the news industry is the Internet, which is certainly a major contributing factor. In actual point of fact what's killing it is a combination of two things: a failure to adapt to the structural changes in the industry triggered by the Internet and bad management practices. That's almost redundant but not quite. To understand how this has played out and will play out let's start with the value chain of the industry for content creation as it was. In a later post we'll talk about the "to-be" value chain. Interestingly enough one can adapt a traditional supply- / value-chain model to understand how the media business did function, and still does to a great extent. Ultimate value is determined by delivering content to consumers when, where and how they want it. Under the old technology and infrastructure constraints the choices were narrowly determined - TV for media, airwaves for radio and hardcopy for newspapers and magazines. Each of these target markets was reached by one or more distributors - in the case of movies it might be the local independent theater or a chain of theaters from someone like Viacom. Like CPG and Retail the real power players were the "manufacturers" who decided what to make, provide the financing and the infrastructure and built the teams to make it. Those teams were "talent", writers (think designers in other industries), producers (the team-builders, strategist and marketers) and service providers (food caterers, electricians, newsprint mfg. and so on). NB: when you look at it like this is actually more than bitterly amusing that an industry who's OEM manufacturers built their industry on flexible, ad-hoc workforces have failed to adopt. Now with that discussion we're going to temporarily leave you with a take-home test - how has the value chain evolved with changes in the technology infrastructure ? Or hasn't as the case might be ?
Key Questions for Management
We said that the central failure was largely one of executive failure. It's not like the internet is a surprise. It's been coming and visible since 1995 and clearly an existential threat to the industry since at least 2000. So what did management do - or more specifically what questions should they address ? And what did they address ? Well in our approach some general ones - like what's your core value ? And the strategies and business models that go with it ? How are you reaching your market - right market analysis, right messages, right sale approach satisfactory service ? How about creation and delivery ? In this case what "manufacturing" plant did you have ? How about the labor force ? What innovation and product development was in place ? Finally the management system question - what decisions should we take and do they serve our strategic goals ? Are the right resources (people, money, technology) adequate for reaching those goals, profitably ?
Management's Answers 
Now if we consider the answers that appear to have emerged out of all the media industries, both historically and relatively recently, things get interesting indeed. On the most fundamental questions media organizations create content that people are willing to pay for because it adds value to their lives. Specifically for news organizations that value lies in gathering disparate source of data together, vetting and validating it, then organizing, analyzing and presenting it. In other words the central value proposition was the collection and structuring of information. If you shift toward considering the Go-to-Market (G2M) questions they refine themselves to what content for what audiences in what form. And at what price ? Which circles back to business model question - so far nobody's come up with anything better than some combination of subscriptions and advertising. There's a very extensive collection of readings that looks at trends and status and provides specific examples of the Boston Globe, the NYT, Portfolio and Newsweek. Both the Globe and the Times made the unfortunate error of running their papers for their own internal agenda instead of where their target demographics saw and see value. Portfolio, which started with great fanfare, lots of funding and had friends of mine working for it, was a glossy "new age" but old-line magazine which treated the internet as an after-thought. Newsweek just put out it's completely re-thought new self- my and the general reaction appears to be ho, hum. In fact it looks and reads like the old Newsweek with a slightly new cover. Not the complete re-engineering of value delivery required. Basically, as you'll see in several of the readings, the entire news industry - and media in general - couldn't give up what it was, struggled in denial for over a decade and still can't imagine a new self. Stop me when that sounds like Steel, Textiles or Autos. Talk about being trapped in the box ! NB: it also sounds like what's happening to the Finance Industry as we speak, accompanied by pitchforks, torches and public defenestrations.
Answers They Should Have Provided
We're not experts in the media industry but it's amazing about how being user of a service combined with a structured and disciplined way of thinking about things can take you pretty far in generating comments, critiques and strategic alternatives. It's long past time for new thinking yet we're not seeing much. In the readings you'll find other extended sections of struggles with old and new business models as well as a real inventory of experiments. As a business-as-usual case one of the major causes of BK for many of the old-line papers has been the Private Equity investors who came up and loaded them with debt ! What were they thinking ? That's not the kind of thinking that is going to get them out of this mess. Nor is it clear that the experiments are much more than that. The graphic throws out some of our passes at re-thinkings (Fair Disclosure: while I've not been in the news business per se I have been involved in the Internet since 1995 in one form or another). Just take one major consideration - it seems to us that the key new value proposition is to a) collect local news from any source and present it in a readily accessible way on any channel, to b) go beyond the imaginative limits of the old information structure and start leveraging the new technologies to create databases of highly structured news, videos, graphics (think Wikipedia if you think we're making this up) and c) to develop new revenue generation models as well as charging what the real costs of information is. There's lots more thrown against the wall in the graphic - none of which we've seen or are aware of being demonstrated by any player.
A Closing: Representative Samples
A year ago Jeff Zucker, CEO of NBC, had an hour-long interview on Charlie Rose where he was quite eloquent about exactly these challenges. And we mean in detail with our assessments, by and large. At the time and still we applauded him for facing up to the facts as they are and admitting how open-ended, challenging and dangerous they are. Facing brutal realties is one of the first requirements for effective adaptation and innovation. What we didn't hear, and still don't see, is much if any, really new thinking indicating that Jeff and his team are re-thinking the business from the ground up. In partial contrast a few weeks ago the Managing Editor of the Financial Times - Lionel Barber, also had an hour-long interview, though he covered more ground than just media futures. His central rubric is that news is expensive so no more blanket free on-line access, ala the WSJ. Well, that's a step in the right direction but, as a occasional FT perursor, we have yet to see sufficient value differentiation that would make us pay for access. On the other hand we are a paid subscriber to both the WSJ and the Economist. Unfortunately the reason we subscribed to the Journal is succumbing to the NYT's old disease of hidden bias starting to disort the reporting, not just the OpEd page. On the other hand the Economist creates immense value with every issue in our humble opinion by provide widespread coverage, amazing and intelligent writing, deep insight and a careful but clear analytic take on each story. All without letting it's strong position distort it's reporting. Now the question is can the rest of the media industry develop those same skills at adding value or not ?
UPDATES:
1. There's a set of two very long comments that extend these ideas with points of clarification, debate and alternatives that you should read. They are, IMHO, almost worthy of seperate posts in their own right so please read them.
2. This morning's NYT brings us a strategic assessment of Newsweek's remake last week that nicely encapsulates both our assessment and the problem with the industry in general that's at the heart of our argument.
Newsweek’s Journalism of Fourth and LongThere is a hermetic feel to the reconception of the magazine that can make reading it seem like small ball, a retreat from mass ambitions to a smaller, more rarefied civic niche. If Newsweek is becoming a magazine of reasoned political argument, it may end up overwhelmed in the clutter of more partisan, more ferocious blogs and Web sites, along with magazines like The Weekly Standard and The New Republic, small publications that lose money while occasionally playing big for their size.If you were to come up with a route to commercial salvation, it probably would not include making a nonpartisan political magazine. Owned by The Washington Post and home to history-making journalism over the course of its existence, Newsweek is not simply going to slip beneath the waves. But the fight for its future probably doesn’t have much to do with bolder headline treatments and more white space in the print artifact. The big talents and ambitious journalists that remain at Newsweek should probably spend less time reimagining the magazine and more time imagining a future when the physical product does not exist.
But this NOT just about the self-inflicted suicide of the hardcopy media - more generally it's about the need to re-imagine and re-conceptualize the value proposition and it's execution of all media. Even more generally it is a lesson for all businesses facing challenges of re-thinking in trying times at which most would appear to be failing. So, please, consider this as a case study in innovative failure and the inability to be appropriately resilient and adaptable.
Continue reading "Technomedia Content Wars II: News Industry Futures (Updated 2)" »