Adapting to change: tips for struggling media brands in transition

Media owners often ask me for successful media case studies. The frequent feedback I get in return is that it is easy for the subjects of my examples, media owners themselves, as “they have unique content”, “their audience is incredibly engaged”, or “they have the resources to do what they do”, and so on.

I disagree. Quality assets are not created overnight. They result from long-term strategies and consistent execution. This is why, looking back at history, many media companies with great legacies have failed, and young buzzing brands have burned millions on wrong strategies.

Their reaction is somehow understandable. Many small and medium media companies lack the resources and time for a different, longer-term approach. Time is running out for many of them and stopping what they are doing is not an option, as it would deprive them of the revenue they need to survive.

But an alternative is possible. In this issue of “not just ADZ”, I will offer tips for media brands who want to change their strategies but lack resources. I will also debunk the myth that many media owners “cannot do the right thing because of financial pressure”.