Time, Place, Money, Media

Print is a place-based medium.  You have to physically have it in your possession to read it.  But timing is flexible — you can read it whenever you want. 

Broadcast is time-based.  You have to tune in at a specific time to see/hear the message.  But place is flexible — everyone gets the same message no matter where they are.

Digital media have no time or place boundaries.  You can read, listen, watch, and contribute anytime, anyplace, using any digital device.

In print media, advertisers buy space.  In broadcast they buy time.  But in both advertisers are really buying the opportunity to put their messages in places and times where targeted audiences attend to professionally developed content.  

In digital media, advertisers can buy space or time in professionally developed content.  But banner ads and lead-in videos are not particularly popular with advertisers or digital media users. 

Marketers don’t want to buy a target audience that might be interested in their brand.  They want to communicate directly with individuals whose digital behaviors have identified them as potential customers.  Digital media users want to freely access content without having their time and space interrupted by unwanted commercial messages.  

So here’s the question.  Who will pay for professionally developed content in digital media?  Advertisers no longer need it.  Most attempts at subscription models have failed.  Can journalism survive?