More Reasons to Hone Your SEM Skills

Take a good, long look at David Carr’s article in New York Times about the continued decline of traditional media companies.

Companies from the Christian Science Monitor to the Los Angeles Times to the Tribune Company are hemmorrhaging people, dollars and advertisers. Of course, the reason is the shift of both consumers and ad dollars online.

The paradox of all these announcements is that newspapers and magazines do not have an audience problem — newspaper Web sites are a vital source of news, and growing — but they do have a consumer problem.
Stop and think about where you are reading this column. If you are one of the million or so people who are reading it in a newspaper that landed on your doorstop or that you picked up at the corner, you are in the minority. This same information is available to many more millions on this paper’s Web site, in RSS feeds, on hand-held devices, linked and summarized all over the Web.

This article, from an old media bastion like New York Times (itself losing staff due to declines), should be the only cue you need to hone up on whatever traditional online tactics, Web 2.0 technologies, mobile targeting capabilities, new Google products, and social media strategies you aren’t comfortable with right now. The shift is only growing stronger, as you know, yet when these slow-movers really focus on the online space the pace of consumer shift will pickup rapidly.

Will you be ahead of the game? Then now is the time to move.

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