Aussie publishers have a choice: Work together or die alone
Simon Larcey looks outside of Australia for clear examples of what could be achieved if struggling publishers looked outside their organisations – and to their competitors – for help.
There’s an ancient proverb that Australia’s established – and, let’s be honest, somewhat struggling – media players should remind themselves of in the face of a global onslaught from the goliath overseas players.
“The enemy of my enemy is my friend.”
Where once the Aussie landscape was a series of relatively media-specific battles – Nine vs Seven, News vs Fairfax, logic vs Alan Jones – they all look like petty squabbles compared to the firestorm that’s now being waged as a result of the digital age.
Absolutely. And if a direct competitor is unpalatable, look at complimentary audiences. Publications for young women teaming up with those for young men. There are options out there, you just need to look for them..
I would suspect the generational lack of engagement with print is now being felt throughout the traditional media sector. 20-30 years ago it was common for a large percentage of commuters to pass their journey with their heads in newspapers and magazines. Not so today.
Have a look around you on your way home tonight. And tomorrow morning.
With few exceptions print is locked into a death spiral, and with a heavy heart I feel will never recapture the dominance previously enjoyed. Humankind has just moved on.