Platform First Digital First Tech First

Pre-Internet Era Early Internet Era Future Internet Era

Single Platform (newspaper, TV)

Traditional Platform (newspaper, TV) + Web, Social and Mobile

Media Tech Stack

Focuses on legacy media content Focuses on multimedia content

Focuses on building/ acquiring the tech that powers multimedia content

Relies on traditional advertising, word of mouthand social obligations to subscribe/ watch/ listen

Reacts to changes in search algorithms

Anticipates and plans for changes to search algorithms

Relies on traditional advertising, word of mouthand social obligations to subscribe/ watch/ listen

Reacts to changes in social media platforms

Anticipates and course-corrects for major changes in social media partners

Optimizes traditional content creation workflows

Optimizes digital content creation workflows

Optimizes all content distribution workflows

Develops content for the legacy media channel

Develops content for the device

Develops content for the consumer experience

Customizes content via location Customizes content via responsive design

Personalizes content for the individual consumer

Anticipates competition from other media companies

Anticipates competition from traditional and new media companies

Anticipates competition from external digital networks, algorithms, content marketing, search engine marketing

Monetizes the platform it offers

Monetizes the content it is creating and its platform offerings

Monetizes the technology, processes, audience and data it is creating

webbmediagroup.com

The Evolution of a Media Company

For each category above, plot your media company using this spectrum. What does this tell you about your organization’s future?