Two traditional print staples, The Economist and The Financial Times continue to impress with the attention they are paying to the changing landscape of media, advertising and communications.
Obviously, they are not the only examples out there. However, they certainly stand out in my mind as taking the dialogue to an audience that needs to understand the foundation of the powerful change and it’s macro implications.
One of the best pieces that uncovered much of what is going on re: web, social media, digital distribution and the role of content was way, way back in The Economist April 22, 2006 edition (wow, it already seems like ages ago – I was not blogging then or I would have been sure to mention it). It featured a comprehensive and impressive focus on New Media with a special section titled “A Survey of New Media”. It was really a terrific analysis.
My point is that, as influential print publications (meaning those publications that are read by those who sit atop the corporate machines that basically run the world’s economy) report about the story that those in the know (like you and I) already know, the notion that this is all hype or conjecture fades fast.
Most importantly, as mainstream “traditional” authorities, they reinforce the authenticity of what is happening for those who are not on the front lines. These are not fluff pieces or mentions that simply pay lip-service. They are going deep into the subject matter in a way that is in-front of the change, not merely playing catch-up, demonstrating themselves to be keen observers.
Call it what you want but when Coke goes straight to YouTube (or Google) with an ad, it is no longer a game of speculation from the sidelines. This is the real thing.