IHS FAIRPLAY

Danish Maritime Days 2016

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24 | October 2016 | Fairplay.IHS.com Onlythefirstofthesegroupsisinterestedin traditionalnews-drivenmedia,sopublisherswho stubbornlysticktothetriedandtestedregimeon dailyoutputscanexpecttoseenotonlyfewertakers butalsoadecliningrevenuestreamasmoreandmore newsisavailable,free,ontheweb. Tomakemattersworse,in-houseorexternal communicationsteamshavebecomeadeptatwriting companymessagesataparticularaudience.Alltoo often,thesemessagesaregrabbed,toppedandtailed, andpostedasnewsinmagazinesandnewspapers, onlinebulletins,andonTVandradioprogrammes.We areallbesiegedbyanavalancheofinformationona dozendifferentplatforms.It'shardertothinkbeyond theimmediatesnippet;ifwemissthatone,another willcomealonginafewmoments,incorporatingthe morselyoumissed. Further,likesomanyothersectorsofourworld, shipping'smediahasbecomeblightedbythebelief thatnotonlyhaveourreaderstheattentionspanofa gnatbuttheyareimpressedbythevirtueofbeingfirst withthenews.Speedhastakenoverfromaccuracyas thechiefattributeofastory.Ihavenocomplaintthat ↘ Whatever is happening to the maritime media? Ithasbecomealmostimpossibletogetreaderstopay goodmoneyforhard-graftedstories,letaloneforthe baneofaneditor'slife:pressreleaserewrites.Inthe fourthofmybreakfastbriefingsattheendofSeptember, Itackledthisissuewithanaudiencethatincluded severalstudents,somepublicrelationsfolk,cyber securityexperts,acoupleofchiefexecutives,andothers. Itseemstomethatmaritimereadersfallintooneof threecamps:someneedasteadystreamof informationaboutwhatcompetitorsaredoing,how themarketsaredeveloping,andwhat'slikelyto changeintheirworld.Thenthere'sasecondgroup whoaremoretechnology-focused;theyseeknew ideasornewwaysofusingthekitwealreadyhave,and needtounderstandthestrengthsandlimitationsof what'savailableandwhat'scomingalong. Thentherearethevisionarieswhoignoredaily newsandshort-termthinking;thereareturnedonby trendsandshiftsthatwon'tbefullyunderstooduntil months,andperhapsyears,ahead.Thethirdgroupis notdrivenbyquarterlyfinancialresults;likeaSteve JobsorElonMusk,theythinktheunthinkable. Paying for your maritime media Shutterstock 'Ninety-nine percent of journalism is about finding the right people who might know things' FAIRPLAY Industry insight

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