21st Century Media Myths: Some Thoughts on Common Media Myths and Generalities

By Lee Abrams and Dave Charles


CAUTION THE SPANS ARE SHORTER

In fact, the tolerance ranges are shorter. Attention span can be long if the subject matter is interesting, such as in a movie or over-watching. It’s more a question of tolerance than attention. Even a child whose attention span is naturally short can be hypnotized by the right subject.

18-44 PREFER

Applies to any demographic in programming, we live in an ultra-segmented society to use generalizations in creating programming. There are similarities for some, but understanding the myriad subtypes is essential. Gen Z, Gen X etc… are gross simplifications made by Madison Avenue, good for defining age parameters but not so much the characteristics of those within.

TODAY’S MUSIC STICKS

It’s easy to fall into the generation trap. Don’t tell a 14 year old that his songs stink like our parents told us how much our music stinks. I believe that 1956-1985 will turn out to be a historically important musical period, much like the renaissance or the jazz age, but I’m talking about current thinking versus historical relevance. Throughout history, the music you love between the ages of 16 and 20 is your musical foundation for life.

IF IT’S ON THE INTERNET (OR TV), IT MUST BE TRUE

Unfortunately, some of the mainstream tends to believe this, which is part of the disease of misinformation and conspiracy…not necessarily clarified by current information leaders and sometimes enhanced. We live in an environment where misinformation blurs reality on a massive scale.

GREAT COMPANIES HAVE YOUR INTERESTS IN MIND

Some do…most don’t. Remember that taglines are usually BS or just don’t resonate. That’s why many of the next generation mega-corporations don’t typically have slogans…they just deliver the goods and let what they deliver be the message. Some slogans are seen as “corporate stuff” – not a good idea in times of high gain BS radar.

PEOPLE ARE AFRAID OF CHANGE

No… old line established companies are afraid of change… and are often slow or unable to adapt. Vision is not for the soft or comfortable creatives. Change…evolution…new…keep life bright. Radio is a classic example of an industry that hasn’t changed in decades and which, through denial and inaction, will continue to see consequences. Besides the New York Times and the Washington Post, newspapers are a print version of radio. Interestingly, overseas, print is changing…and thriving. The masses embrace progress and evolution if given a chance. Some industries thrive on change and progress, such as technology, aerospace, and medicine. Media? Not really

THE AVERAGE IS ACCEPTABLE

It’s ok, but average experiences can be comfortable but are extremely vulnerable when something do not average appears and works efficiently and with proper distribution. This is how things evolve as the new eventually becomes average and there is another disruptor evolving the medium. It’s a continuous cycle, although some media is stuck in medium mode without a steady stream of “medium breakers”.

CONTENT IS KING!!!

Income is king. The content (the programming) is the vehicle to generate income. Great programmers fused with great revenue generators is the magic combination that shares the throne

KEEP CHANGES SUBTLE

So why change? It takes a bit of radical thinking to stand out in this cluttered world. A subtle change rarely does. I remember one newspaper changing the font of the business page thinking it would create a clamor…. or the newscast getting a new set hoping the ratings go up. No. Wave does not. Break out an eye-ear-brain 2×4 to impact today’s mainstream.

Some questionable thoughts on the myths of our complex media environment that tend to automate thinking and progress

David Charles,

President

RESULTS Media Inc.

Portable: 289 242 8313.

E-mail: [email protected]

www.mediaresults.ca

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