Godin: 'Perfect world' of local media replaced by 'something that's impossible'

Borrell Associates

Local media used to be a "perfect business," marketing macher Seth Godin says in a video preceding his appearance at an advertising conference. Those outlets' "virtual monopoly" position in local communities once made them an excellent fit for local advertisers. But we all know what happened next ...

The challenge is that that perfect world is being replaced by something that's impossible. It's impossible that somebody with no printing press, with no licence, with no authorization can put something in the world and have it read by a million people. It's impossible to imagine that somebody can go buy a Canon camera for $499 and make something that looks like it was shot with a $10,000 Sony Betacam. ... So when you're in the local media business, you need to look and say, Here's the good news: The good news is, I still have cashflow, I still have a reputation, I still have talented people. But you're not going to be able to move forward unless you can also say, The revolution is here, and that thing I'm depending on, that perfect business, is gone.

  • Andrew Beaujon

    Andrew Beaujon reported on the media for Poynter from 2012 to 2015. He was previously arts editor at TBD.com and managing editor of Washington City Paper. He's the author of the 2006 book "Body Piercing Saved My Life," about Christian rock and evangelical Christian culture.


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