I’m confused, I thought that your piece is mostly saying that we need to focus again on doing what…
Rebecca Searles

Isn’t part of the challenge for media companies that in making the transition from print to digital, they’ve wound up ceding control of the physical presence of their media to the tech giants who build the hardware (and software) upon which media is now delivered, in much the same way that social networks are eroding the value of the “homepage”? Should media companies now accept that they are competing with (and losing to) the Apples, Amazons, Googles, etc. who are out ahead of the physical technology of media delivery, and no matter how good their content is, unless they control the whole experience from start to finish, someone else will be eating their lunch? At least one tech-preneur comes to mind (who’s last name starts with “B”) who already ate one media company whole…

In that scenario though, it’s a technology battle at the most fundamental level, and most existing media companies as they’re configured now are not suited to competition at that level. And technology trends are only likely to accelerate, further fragmenting the marketplace.

Isn’t all media a fundamentally losing game over the long term, in a scenario in which the technology itself is shifting?

Media only becomes a value-add to hardware in that world…

There’ll always be a need for stories and storytellers for as long as there are people, but as a business, media as we know it seems like a losing game long term, or at least a subsidiary function of the hardware until the technology marketplace coalesces.

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