return Home

The circle of life

Is my six-year-old nephew smarter than the media industry? It’s a ridiculous and somewhat surprising question to be asking myself after a weekend playing in Battersea Park and watching the Lion King with my little nephews. The question you are probably asking yourself is am I the modern-day version of Simba’s uncle, Scar – by inflicting such an emotional rollercoaster of a film on such young children?

Lion king ()

Walt Disney's The Lion King

 

Some of you may even be wondering why I am talking about the Lion King at all! Well to recap – beyond the love story, some excellent tunes, and a slightly biblical fight between good and evil – there is an underlying plot of nature’s ecosystem, and how food chains work in balance. Reflected with the spotted hyenas, who make the lands barren from overindulging somewhat!

 

scar ()

Scar and Simba from Disney’s The Lion King

 

And it was at this point my oldest nephew chirped up, saying he had learnt about food chains at school. He continued, “you need animals to eat the ‘plant eating’ animals, otherwise there would be no plants left”. He then proceeded to show me a YouTube video explaining how food chains work. Not bad for a six year old I thought.

All of which leads to my original question, is my nephew smarter than the media industry? Let’s consider the media landscape as our ecosystem. Publisher’s content are the plants, consumers the herbivores and brands the carnivores.

Through the ever-growing list of paywalls being erected, consumers are becoming harder and harder to come by, making life for carnivores more difficult. The opportunity for carnivorous brands to find their target audiences is getting harder, as the land is becoming more barren.

 

paywalls ()

Rezonence research, as of May 2018

 

So whilst a media owner being able to put up a paywall should be celebrated – as their content is unique enough to justify consumers paying for it – we should remain cautious.

If we starve the ecosystem of information completely, we risk permanently damaging it – something my six year old nephew has fully grasped! Leaving a barren land where the little information left is no longer funded by advertisers, but something or someone far more sinister.

More like this

The warning signs are there, but are we looking?

Media buyers should be more like pension managers

The founders of the Internet have grown up. Isn't it time the Internet did the same?

Innovations in AI will help publishers increase dwell time and engagement

  • The Digital Edition's Quinceañero: 15 lessons over 15 years

    In November 2018, we co-hosted an Insider event with FIPP in Argentina and Chile about the role and value of digital editions. Given the Latin American venue, I decided to use a local coming-of-age tradition - a quinceañero -  the 15th birthday milestone when a girl transitions from a child into a young woman in the community.

    11th Apr 2019 Opinion
  • Turning your events data into valuable information

    The acceptance of the need to turn data into valuable information has reached a tipping point and will accelerate in the next three years, writes Thomas Howie, COO of events software platform Evessio.

    11th Feb 2019 Opinion
  • It’s nearly 2020 and print publishing still matters: How print and digital can build better subscriber experiences

    Rumours of the death of print media have been greatly exaggerated. While online publications have been experiencing tremendous growth in recent years, the fact is that 58 per cent of subscribers still describe themselves as primarily print-oriented, and 60-80 per cent of publisher revenues are still generated from print. It’s true that the majority of print-first subscribers are older, but that doesn’t mean younger audiences won’t pay for print. They will, and they do.

    16th Jan 2019 Opinion
  • 'How we take responsibility' - by Päivi Rissanen, director, sustainability, UPM Communication Papers

    At UPM Communication Papers we have a long history of demonstrating responsibility for the environment. But few people know that our sustainability agenda extends to also include a commitment to taking care of people and society throughout the value chain whilst simultaneously creating value for our customers through delivering products with high sustainability credentials. 

    26th Nov 2018 Opinion
Go to Full Site