360DigitalInfluence

Ogilvy Public Relations Worldwide
Jan 06

Will 2009 Be The Year Of The Shadow Media?

Rohit Bhargava

by Rohit Bhargava
Category: Digital Influence, Research & Insights

Several weeks ago, BusinessWeek columnist Jon Fine shared a term in one of his predictions for 2009 that was intriguing because of how it describes a growing phenomenon in media today … the rise of the shadow media. The shadow media are the professional journalists, writers, editors and thought leaders who have been displaced either by choice or necessity as part of the upheaval that traditional media has been going through over the past few years. While before, these content creators may have just moved to a new role within traditional media (as Josh Quittner did when Business2.0 magazine folded) - but today more and more they are branching out on their own.

The result is a big trend that may start to redefine social media as we currently see it: namely that blogs, social networks and other forms of “new media” aren’t just for amateurs anymore. For some time now, respected journalists like Om Malik, Kara Swisher, Erick Schonfeld and dozens of others have been actively blogging. Engadget is the official media source for the upcoming Consumer Electronics Show, and arguably will be the defacto media source of coverage for the event though there are many traditional publications attending as well.

It may seem like a stretch to refer to all of this as “shadow media” - and indeed some of these classifications are artificial to start with. But regardless of what you call these new sources of news and information, the indisputable fact is that in 2009 there will be many social media examples to point to where the quality is as good if not better than traditional media sources. So if you’re working in a communications role and you’re not yet focusing on social media … consider the shadow media phenomenon your wake up call to start in 2009.

This entry was posted on Tuesday, January 6th, 2009 at 10:44 am and is filed under Digital Influence, Research & Insights. You can follow any responses to this entry through the RSS 2.0. You can leave a response, or trackback from your own site.


6 Responses to “Will 2009 Be The Year Of The Shadow Media?”

  1. Jill Browne Says:
    January 6th, 2009 at 12:46 pm

    Second article I’ve seen today on changes in media, and what to expect in 2009. From Huffington Post http://www.huffingtonpost.com/steve-rosenbaum/5-trends-that-will-change_b_155119.html

    There’s a need for human information filters, call them what you will (editor, curator, compiler…).

  2. Brian Smith Says:
    January 7th, 2009 at 8:09 am

    It certainly has the potential to be the year of the shadow media. From the front lines of media relations and outreach I can confirm that reporters and editors are switching posts if not disappearing. I imagine many media lists will need a good scrub down this year. What I’ve experienced is that outlets are filling content creation holes with students and first-years. In fact, I’ve noticed that many of my new 08 media contacts have email addresses that end with .edu . That’s nothing against our higher education institutions, but I’d rather have a10-year journalism or broadcast veteran working my stories.

  3. Is 2009 the End Times for Print News? Says:
    January 10th, 2009 at 11:57 am

    [...] Related: One outcome? The rise of a shadow media - “A sort of shadow media industry is born—properties created and staffed by those pink-slipped in ‘08 and ‘09. This sets the stage for epic clashes with existing players in ‘10 and beyond.” Found via the 360 DI Blog from Ogilvy PR. [...]

  4. John Welsh Says:
    January 10th, 2009 at 3:39 pm

    Hi Rohit
    Yes, I am not sure early adopters are ready for what is about to hit them in 2009. All that effort into social media, excited by the kit, and the latecomers come in and show us all how to use it!

    But they will also bring process and procedure. Questions over ROI and accountability will just be tossed to one side. The latecomers always thought of strategy, communities, the why and the what. We need them more than ever.

    Cheers

  5. rise of the shadow media. « wonders and musings Says:
    January 12th, 2009 at 11:34 pm

    [...] Original post at Olgivy’s Fresh Influence Blog. [...]

  6. video conferencing setup Says:
    March 19th, 2009 at 11:14 pm

    I enjoyed reading your post; I am running a small website on video conferencing I am a beginner in this business. I don’t know much about it but I am searching around for material that can increase my knowledge

Post Your Comment

 

dailyinfluencepromo1

Blog Network

CATEGORIES

TAGS

RECENT POSTS

RECENT COMMENTS

OTHER BLOGS

The WPP Reading Room

Public Relations
Advertising
Branding
and more...

Join the Ogilvy PR Worldwide/ 360° Digital Influence group on LinkedIn
Join the Ogilvy PR Worldwide / 360° Digital Influence group on Facebook
Sponsor PRWeek Lab an online event

NETWORK FEED

Join the Ogilvy PR Worldwide/ 360° Digital Influence group on LinkedIn
    Ogilvy On: Foursquare For BusinessBrian Giesen: "GET OUT!!"Josie (left), Nice Canadian guy, Tem Hansen (right)@HyperCasey not too hyper after a few drinks? :)From left: Kay, Tom Smith from Trendstream, Tim Ho and Brian Giesen from Ogilvy, and Jenny Armshaw-Heak from Lightspeed researchMatt Lubetich and Kay RossAndre Martin, Ben Cross and Kent LauMonica Li, Brian Giesen, Josie, Kent Lau

  • Interview with Twitter Fail Whale Designer

 
Ogilvy Public Relations Worldwide

© 2010 Ogilvy PR Worldwide

Privacy Policy