The news that the Independent would be ending its print circulation was met with sadness and lamentation from across the industry. Yes, there are undoubtedly difficult times ahead for those of us, myself included, working in an environment that has historically depended on a printed-paper to deliver content to consumers. But this continually changing landscape should open as many doors as it closes.
The chance to engage with readers via their mobile phones, whether direct, via social or news aggregator apps allows for exciting formats and targeted content in real time. The challenge of how to compete with Google, social or ad-blocking technology may still be very present, but who knows what solutions may present themselves in the next few years.
While there is a borderline obsession in the media with the perceived ignorance and lack of attention span of millennials – those now aged between 18 and 34 – there is rarely an acknowledgement that the generation that follows (those born after December 2000), whether rich or poor, will be able to educate themselves and question ignorance in a more efficient and thorough way than any generation before them.
Many of them will question the media (and the brands they buy into) more readily, and will reject content that isn’t in line with their convictions or transparent of its intent. As such, media outlets able to provide content with integrity and intellectual value will be able to separate themselves from the competition.
Perhaps it was a blissful ignorance that allowed certain publications to exist beyond what should’ve been their shelf life; that is until the 21st century caught up with them.
Last year saw the announcement from Bauer media that they were to suspend publication of “lads mags” titles Zoo and FHM. Locker room “bants” and half naked women are not enough to pull in traffic or the accompanying ad revenue. Not in hard copy, and not at a price, in any case.
It’s no longer appropriate to produce content aimed at stereotypes such as “the bloke”, “the housewife”, “the teen” or “the music buff”. With the timely end to these stale and rigid preconceptions of societal groups, a space has opened up to push boundaries and challenge where independent and branded content can go.
Ultimately, the internet has transformed how all content is consumed, irrespective of the format. The BBC announced recently that BBC Three would be the first TV channel to switch to digital-only. Damian Kavanagh, BBC Three digital controller, announced the news, adding that he saw it as an “incredibly exciting time” for the channel.
Maybe Kavanagh is putting a positive spin on it, or maybe he’s genuinely excited for the potential that digital-only offers. Indeed, five years ago people were predicting the death of the TV itself, yet now the quality of TV series and ad revenues alike are going from strength to strength.
Whether digital-only or supported by other tech developments, what’s to say the same can’t happen for the publishing industry?
Like many publishers, the Guardian went digital first at the end of 2015 and has benefited from increased mobile traffic, supported by more dynamic multimedia content and a larger presence on social platforms. How increased data targeting, artificial intelligence and virtual reality will further impact is yet to be seen, but offers much to be positive about.
All media outlets will need to continue to evolve and develop over the coming years to reflect the world around us, but I can’t be the only one who’s excited by where that change will take us. There are no industries immune to the impact of technology in the next 20 years. While change can be unsettling and challenging, ultimately we should be excited about the future’s potential instead of mourning for the print days of old.
Alex Frayne is a project manager for the Guardian’s professional networks
