Better and more profitable media

By Blanca de Lizaur, PhD, MA, BA, Content specialist.

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Redimensionador de tamaño de fuente

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Redimensionador de tamaño de fuente

Ventas de los medios

© Ewa Walicka
For media people Para: Magazine

In reply to a reader’s letter: TVyNovelas’ print-runs, and when to invest in media companies

When we invest our money, we logically expect the best possible return. And particularly on the long run, as we don’t want to keep moving our assets from one place to another.

Investing in media is no different to investing in other fields:
First we must look for companies geared to serve their customers’ needs (perceived by their consumers as customer-oriented).
Secondly, we need to make sure that company-dynamics are healthy-enough; and that its operations, costs, prices, and revenues are sustainable.
Only then should we opt for a media company, no matter how many articles we’ve read in regards to media investments as “recession-proof”…

This letter explains why…

Robert Phillips, Edelman CEO. Interview in regards to the World Trust Survey 2012
Multimedia For media people Para: Videos

No transaction without TRUST; no trust without evidence of VALUES –But WHOSE values…?

A quick review of recent news from around the world, confirms the 2012 Edelman Barometer’s conclusions (25 countries, 30,000 persons surveyed), in regards to the remarkable loss of trust, respect and credibility, experienced by major institutions in the last few years –a crisis deep enough to negatively affect their maneuverability, and to obstruct their proper and efficient operation.
Let’s consider the case of communications media: A 40% credibility rating in countries like the USA and Europe, where people traditionally trusted their primary media companies, amounts to nothing, regardless of whether other institutions are faring worse.

In this article, including both the Edelman Barometer video and the above-mentioned information corroborating its claims, we present our analysis of how trust was lost and can be recovered. …As long as the stakeholders allow the establishment of some limits to agendas –…for their own benefit!
Not doing this would kill the Digital Society in which we have invested so much, before it can even operate to its full potential.

© Satori13
For everybody Para: Magazine

THE MYSTERIOUS CASE OF THE MISSING SPECTATOR has little to do with the Digital Revolution

The Digital Revolution (i.e.: the proliferation of the internet, personal computers, mobile/portable devices, etc.) is currently being blamed for the dramatic sales fall that traditional and electronic media are experiencing. This article, originally published in 1994, witnesses to the unfairness of this myth: The Internet was officially born in 1993, only one year before this article was written, and its reach in Mexico was still scarce at that time; yet media had already been losing sales and audiences steadily –for years in some cases, and for decades in others.

The fact is so evident that few –if any, of the media products’ sales recorded here (including a couple of national newspapers), ever recuperated their previous audiences, and many have disappeared altogether:

Contrary to professionally-generated mainstream-media contents, those internet’s contents that have been generated by the general audience (think of FaceBook, Twitter, YouTube, blogs, e-mail chains and attachments, and the like), are majoritarianly “clean” (amiable in regards to the general audiences’ values, ideas and beliefs). And people are consuming them massively, close to the verge of addiction.

Society cannot possibly deliver mass media a more conclusive message, or put its case in a stronger way.
What are they waiting for to react accordingly…?

Steven Pinker lo atribuye a la tabla rasa
Multimedia For media people Para: Videos

Steven Pinker: THE PRESENT FAILURE OF ELITE ART TO ATTRACT US is linked to the blank slate theory.

Steven Pinker, in his book “The blank slate; the modern denial of human nature”, gathers scientific evidence in regards to the fact that all humans are born equal in terms of those traits which are innate to our species.
This renown neurolinguist talks here about what has been discovered to be essentially human, and why this knowledge has irated so many people, despite the fact that it can save arts, media, and the humanities in general.

For everybody Para: Magazine

NO RETURN ADDRESS? Then how can we tell your message is trustworthy…

Around 1995-6, a new television company started to broadcast its signal to the Mexican audience. Some said it was being transmitted from Miami, but no-one truly knew where the signal was being aired from. Its programming was attractive, and was largely composed by reality based contents –mainly newscasts and documentaries. Its advertising campaign promised to deliver only truth to a country who hungered for it. Despite this, its news programs did not even mention the humongous national demonstration (with simultaneous massive local marches in all main cities), that repudiated the agreements signed by the Mexican delegation at a world population conference. Incongruities like this one happen all the time and in every media –internet included; and the expert reader uses them to filter the information he/she receives in order to discover truth –that is: the true image of reality, despite the many political, ideological and economic agendas which currently shape media contents.
In the time elapsed since this happened, that television channel went bankrupt, was taken over and changed its programming, …but never recuperated the audience it had initially attracted and lost. The audience is smarter than many think…

Limpia de códigos
For media people

HELP SAVE MEDIA PEOPLE! (artists, creators, producers, publishers, distributors…)

Communications media ARE in a terrible financial state; and not only in Spain, but in the better part of the Western world as well.

Last week news-programs loudly celebrated the fact that in 2010 “more Spanish films than ever before” had been shown (…!) in Spanish movie theaters; but this week only a few mentioned the fact that Madrid’s movie theaters had 9% fewer patrons than last year… (Report on the Economic and Social Conditions of Madrid’s Residents, apud “Qué” (daily newspaper), October 13, 2011, p. 4).

MacLuhan believed that “the media is the message”, because the dizzying developments in the technology we use to transmit media contents, dazzle and appeal to us in-and-of themselves –it calls out for attention like a volcanic eruption would. That said, the frenentic technological race is coming to an end –in addition to proving to be extraordinarily costly, both for the media as well as for society. …And the contents that those in power allow us to transmit, are further and further removed from what their respective societies would naturally and spontaneously choose to consume, if allowed to.

The “ropes” are on fire; and it would appear that few in the world of Communications media –traditional, electronic or digital–, are prepared to risk it all, shouting “water for the ropes!”. The majority are terrified of speaking out, and of admitting that something is terribly wrong. And therefore they are losing trustworthiness, influence, audience, and money.

As we already said on another occasion: Every nation needs media; but the media –without its people– cannot exist at all…