Hot Topic - Media Measurement
As the current societal anomie careens on a pathway of uncertainty and anxiety there are a few untouched norms. First, everybody wants data, preferably more data. This includes crazy data, but that’s a subject for psychotherapists. Then, totally related, hedges funds continue doing what it does best, dissembling. These are both good reasons to stay away from crowds.
Inextricably bound to the media world is measurement. Every meeting and presentation, even in Zoom-world, is powered by graphic representations of data. Rankings, pie-charts, trend lines and bullet points add power to the colorless drone. It’s addictive. It’s expected. It could be going away.
For those toiling in the media sphere there is enduring fear of digital disruption. For radio broadcasters this does not mean the continued encroachment by digital platforms like DAB. It is much more. Radio listeners - and particularly the young people advertisers need to survive - are steadily migrating to online and mobile platforms. Where better to find the days’ perfect playlist or podcast? For radio broadcasters a day of stability is welcome relief.
Media buyers and the broadcasters who love them have a voracious appetite for data. And this being the age of big data, broadcasters must compete with every other data harvester for the sweetest, juiciest morsels to serve up. Something new is always tempting.
For the radio people growth is seen as coming from podcasts, smart speakers like Amazon’s Alexa and mobile internet, anything that might appeal to “ad friendly” young people. Out is the kitchen radio (what’s a kitchen?) and the automobile (what’s a car?), all so last century. There is so much to learn.
Every few years media measurement gushes anew. Media buyers arouse this periodically in search of the answer to advertisers’s ultimate question: where’s the money? Then, too, media suppliers have their own questions. Big data holds the too obvious solution.
An easy path to digital transition for the media world somehow got lost in the fog. The road has been littered with great ideas that collapsed from fatigue of one kind or another. To those leading the march patience is not a virtue. Others take it all in stride.
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