![]() The influence of social platforms shapes the journalism itself.The loss of branding, the lack of audience data, and the migration of advertising revenue remain key concerns for publishers. But the advantages of each platform are difficult to assess, and the return on investment is inadequate. Competition among platforms to release products for publishers is helping newsrooms reach larger audiences than ever before.If the speed of convergence continues, more news organizations are likely to cease publishing-distributing, hosting, and monetizing-as a core activity. Technology platforms have become publishers in a short space of time, leaving news organizations confused about their own future. ![]() This last phase has seen large technology companies dominate the markets for attention and advertising and has forced news organizations to rethink their processes and structures. In the span of 20 years, journalism has experienced three significant changes in business and distribution models: the switch from analog to digital, the rise of the social web, and now the dominance of mobile. This report, part of an ongoing study by the Tow Center for Digital Journalism at Columbia Journalism School, charts the convergence between journalism and platform companies. This trend will continue as news companies give up more of the traditional functions of publishers. Publishing is no longer the core activity of certain journalism organizations. Publishers are continuing to push more of their journalism to third-party platforms despite no guarantee of consistent return on investment. These companies have evolved beyond their role as distribution channels, and now control what audiences see and who gets paid for their attention, and even what format and type of journalism flourishes. There is a rapid takeover of traditional publishers’ roles by companies including Facebook, Snapchat, Google, and Twitter that shows no sign of slowing, and which raises serious questions over how the costs of journalism will be supported. The influence of social media platforms and technology companies is having a greater effect on American journalism than even the shift from print to digital.
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