The importance of earnestly developing an audience

Beyond PR

The latest doom and gloom forecast for traditional media came via a recent  Harris Interactive poll, which found that more than 55% of adults in the U.S. believe that traditional media will no longer exist as we know it in ten years.

I’d ask a different set of questions.  Like do you think there will be interest in investigative reporting 10 years from now?  Or, are you likely to want to see local news in the next ten years?  How about in-depth news analysis?  Or are you interested in watching more news in video format?

The overwhelming answer to these questions would have been yes.  And these are parts of the franchise that traditional media has not yet lost.  In fact the same poll found that 67% of respondents prefer to get their news via such traditional sources as newspapers, television and print magazines.

So the most important issue is…

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