Terry Heaton always has inspiring ideas about the changes in media and good advice how to enact that change.
I would add, however, that to the extent that media companies are attempting to reinvent themselves, these certainly apply to them as well:
- COMMUNITY ORGANIZER. Find and connect and lead a tribe of dedicated users that contribute to and benefit from the work you do.
- STATS FIEND. Measure everything that can be measured. Do it efficiently and consistently. Find out what metrics are important and cycle until they improve.
- MANAGER OF FREELANCERS. Find and hire and manage the best outside talent in the world. If it can be defined as a project, and if great work defeats good, seriously consider having the MOF get it done.
Media companies simply must begin the slow process of developing communities of interest, so the first job is obvious. The Web is social, and social activity takes place within communities.
One of the practices of successful media company online ventures is an incredible thirst for data, so the second job is equally important. Web selling is all about data, but whose data? Local media companies really suffer here, and this needs to be changed.
One thing that Tennessee is missing right now is a Brittney Gilbert at Nashville is Talking. She engaged the entire community and brought people together. People are still together but have moved into different target demographics, in my opinion.
Just like the early VJ’s of MTV, I think mainstream media outlets need to add media positions of blog jockeys for lack of a better term. In the day of the internet just like the days of early radio, having a personality that connects with the community, giving that person time to cultivate and grow the audience (something WKRN didn’t get to do) is a sign of success in every major city and for the good of the state as a whole.