The Shift That Changed The News
So much has been made about the demise of news, and the closing of WCBS Newsradio 880 is the most notable?casualty of late. But maybe the real issue isn't that news is dying but that the news industry handed over its future to tech companies.
Strap in; there's much more to come.
For years, newsroom cutbacks and closures have been blamed on a broken business model. We hear that technology companies disrupted the industry, taking away ad dollars and audiences. But let’s be honest: tech companies didn’t steal the audience; the news industry gave it away. To reach larger audiences as their traditional numbers declined, news publishers turned to social platforms. But in doing so, they effectively gave away the house, surrendering their content—and with it, their revenue streams—to platforms like Facebook and Google.
Consider The Village Voice, that beacon of independent, alternative journalism. It stopped?publishing in 2017. The official cause of death was financial trouble, but the deeper issue was that readers had gradually shifted away as the publication, like many others, increasingly relied on social media to reach audiences. In doing so, readers became accustomed to consuming news in fragmented, easily digestible pieces, often alongside memes, videos, and opinions. The result??What made the Voice so special was lost on the web, and that?undermined its ability to maintain a dedicated readership on its own platform.
The same pattern has played out in local journalism as well. The Daily Camera in Boulder, Colorado, founded in 1890 and once a staple of local news, saw significant staff cuts in recent years as it struggled to compete in a digital landscape dominated by social media. Similarly, The Reading Eagle in Pennsylvania, a newspaper that had served its community since 1867 -- where author John Updike worked as a copyboy --?declared bankruptcy in 2019 before being bought by MediaNews Group, leading to further downsizing and loss of local coverage. Like many others, these local papers struggled as their audiences migrated to online platforms, where the competition for attention is fierce, and the focus is often on engagement rather than depth.
Meanwhile, Facebook and Google have thrived, building empires on the back of content they didn’t create. In 2023, Google’s parent company, Alphabet, reported over $206 billion in ad revenue, while Facebook’s parent company, Meta, brought in over $131?billion in ad revenue. Still think there's no money to be made in advertising? To their credit, the tech giants have not only capitalized on the content provided by news organizations, but they did so without bearing the costs of journalism.?
The thing is, this wasn’t inevitable. The news industry made a strategic decision to rely on social media for distribution and audience engagement, and in doing so, they handed over not just their lunch money but their future. The consequence? A loss of direct connection with their audience, diminished control over their content, and a serious hit to trust and credibility. To distance themselves from the disinformation that proliferates on social media platforms, news outlets must reclaim their territory and reassert?their role as trusted sources of information.
Yet, while much of the news industry laments these failures, little attention is paid to those who are winning the war. Such is the nature of news --?and something to explore on another day. Look at the turnaround happening at?The Atlantic, for example. Its?subscriber base has grown to?923,000 in 2023, up from about 450,000 a decade ago. This growth reflects The Atlantic’s successful pivot to a subscription-based model, prioritizing quality journalism and direct reader engagement. Reportedly, The Atlantic believes ad revenue, not subscriptions, is key to?its future.
So, what comes next? The news industry must reestablish its relationship with its audience—directly. This means taking back control from the tech platforms and finding ways to engage audiences on their own terms, on their own platforms, the success of which will rely on deep understanding of the community being served.?This kind of strategy is essential because the future of news depends on it.
- Jaci Clement CEO & Executive Director [email protected]
FMC presents?Modern Branding Masterclass featuring Snoop Dogg and Taylor Swift Case Studies
The Fair Media Council's Modern Branding?Masterclass, a half-day event on Tuesday, Sept. 24, offers a deep dive into the art and science of branding through the lens of pop culture. Featuring case studies on global icons Taylor Swift and Snoop Dogg, this masterclass will provide attendees with a unique opportunity to explore the fundamentals of branding in today’s media landscape and learn how to strengthen their own brands.
Who Should Attend?
This masterclass is ideal for media professionals working in businesses and nonprofits who are responsible for crafting and communicating their organization’s brand message. Whether you're in public relations, marketing, communications, or media production, this event will provide valuable insights on how to elevate your brand's presence and authenticity. It's particularly beneficial for those looking to strengthen their storytelling skills and enhance their organization's visibility in an increasingly competitive media landscape.??
What to Expect:
Participants will explore how successful brands are built and maintained using real-world examples from Taylor Swift and Snoop Dogg. Through these case studies, attendees will learn how to create and animate a brand experience that resonates with audiences. The session will also include practical strategies for applying these branding principles to personal and organizational brands.
Why Attend?
In an era when trust and credibility are increasingly scarce online, strong branding has never been more crucial. This masterclass will equip professionals with the tools needed to attract and retain customers, clients, and supporters by building a standout brand.
Who is Presenting?
Jaci Clement, CEO of the Fair Media Council, will lead the branding presentation and facilitate audience engagement. With a proven track record of revitalizing brands through strategic storytelling and events, Jaci brings invaluable expertise to this session.
Special Guest Insight:
Additionally, participants will gain insight into the power of authentic communication from Terry Sheridan, a renowned radio broadcaster from WSHU Public Radio. Terry will guide attendees through practical breathing, vocal, and diction exercises to enhance their public speaking skills, an essential tool for brand strength and credibility.
This event promises to be both educational and enjoyable, making it a must-attend for professionals looking to strengthen their branding acumen.
Bring your colleagues and join us for a morning of professional development at Jones Beach Energy & Nature Center. Don’t miss this opportunity to enhance your branding knowledge and skills in a dynamic, engaging environment. Sponsored by: St. Joseph's University, Northwell Health & Protiviti Details:
领英推荐
Tuesday, Sept. 24, 9 a.m. - 12 noon at Jones Beach Energy & Nature Center. Tickets are $99 for nonmembers and $79 for FMC members. Casual dress. Continental breakfast included.?
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New! Student Memberships? College students, regardless of major, may join the Fair Media Council and learn how to use their voices to help shape a more informed and responsible media landscape. Student membership includes exclusive networking and mentoring opportunities, leadership and skill development, and a special student influencer program.? Annual student membership dues are $25.
Student Membership$25.00
Own Your Mind: Order FMC's Screen-Tracker Journal & Guide to Digital Wellness
Invest just 10 minutes a day, and within 12 weeks, you’ll know how to optimize your time online to achieve your goals and live a happier, healthier life. Makes a great gift!? Recent studies reveal how the pandemic changed our lifestyles, with Americans now spending an average of four-to-six hours per day on screens for leisure activities alone. FMC’s Screen Time Tracker Journal & Guide to Digital Wellness will help you transform your screen time into a purposeful and mindful experience. This includes everything you need—essential techniques, strategies, and expert resources—to own your mind and build healthy digital habits.?
Make an Impact. Become a Member of FMC
The Fair Media Council fulfills its mission by upholding?several core values that define its role as the authority on the modern media landscape. These values include social responsibility, leadership development, community engagement, and promoting individual and community health and well-being. Our membership is open to businesses and nonprofits. With the introduction of our new student memberships, job and internship recruitment opportunities are now an additional benefit to our members.?
Elite Membership$2,000.00
VIP Membership$1,000.00
Membership Options
In addition to enhanced annual membership options at the Elite and VIP levels, businesses and nonprofits have standard annual membership options to choose from, which are?based on the number of employees.?
Elite Members
VIP Members
ABOUT FMC The authority on the modern media landscape.? FMC advocates for quality news and works to create a media-savvy society. Guided by our mission, our key values include: social responsibility, community engagement, leadership development, and health and wellbeing. FMC is a?501(c)(3) nonprofit organization headquartered on Long Island, N.Y. Email: [email protected]