Fishing hooks in the sea of information
Anyone who fishes in the Mediterranean Sea moves in waters with a great diversity of species and a dense population. Today, the media are the fish that fight over the users' worms. Guest commentary by Josefa Haas, Head of the Media Institute.
The worm must taste good to the fish, not the angler. Media people like to use this statement by former RTL boss Helmut Thoma to talk their way out of bringing poor quality to the public. Like many a metaphor, this one also characterizes the view and documents a widespread attitude among media managers in the 1990s: "We can fob off the dumb audience as cheaply as possible. The main thing is that the bill works out for us in the end." The question is why these gentlemen are in the media business at all: they obviously neither value their products nor treat their customers as kings.
Cynicism and arrogance make you blind. Anyone who has done a good deal with the worms for a long time easily misses the moment when the roles are redistributed: How do the worm suppliers behave when the public becomes fishermen? Then they can hardly be fobbed off with a worm. What comes into the net or onto the fishing rod is sorted mercilessly. At best, the bad ones end up back in the water. The fish that the fisherman likes must meet a number of quality requirements: It must be fresh, not too fishy or too coarse, firm in the bite and of a certain weight. Anyone who fishes in the Media Sea moves in waters with a large variety of species and a dense population. Today, the media are the fish that fight over the users' worms.
Fishing for ideas - anyone who indulges in this passion will find a paradise of links and associations in the media world. I came across the fish in a trendy magazine. There was talk of a new trend: Fishing in the urban environment. Fishing is making a comeback in urban waters. Alongside partying, sport and surfing in the digital world, trendsetters are apparently engaging in an activity that requires patience, attention and time. For outsiders, fishing is an utterly boring and inefficient sport, where the muscles are mainly used for finding locations and balancing while standing. The meditative gaze into the water, the loose grip on the rod so as not to miss the slightest tug, then the determination with which the fish is pulled out of the water at the decisive moment. The young and the wild are obviously looking for moments of concentration again. Time is slowed down when fishing. There is plenty of time to give your own thoughts free rein. Multitasking and instant information require even the fittest minds to take a break from time to time.
The free publications are reminiscent of the novel "Salmon Fishing in Yemen", which is well worth reading. In an environment that is generally considered a desert for content printed on paper, there are always colorful fish to be found. A selection of magazines can be found in the pubs and stores of iPhone owners. These free publications focus on reading material and photography. There is an issue tailored to each target group. There is even a separate magazine for bloggers. In terms of publishing, they do not surprise with any major innovations. The classic magazine language dominates in terms of typography and image selection. The texts are personal essays. Advertising and editorial are not always distinguishable. However, the editors are guided by the traditional publishing trade: they reach their readers with interesting content at their meeting points and offer an attractive advertising medium.
Media providers, whose users are now swimming away, can find out on the web why a salmon was caught in the Rhine near Basel for the first time since the 1950s. The noblest fish are also the most demanding. It is precisely these that are most prized by fishermen. Today's media users are no longer passive fish that can be lured with worms. Today, they can choose from a sea of offers. Depending on their lifestyle and current needs, they are guided by different requirements. They expect differentiated offers with specific qualities. However, these must be clearly defined and consistently implemented. Media providers can breed these fish with great attention: Swiss media waters with salmon, trout and large pike ensure that fishermen do not have to go fishing in foreign waters.
Cynicism and arrogance make you blind. Anyone who has done a good deal with the worms for a long time easily misses the moment when the roles are redistributed: How do the worm suppliers behave when the public becomes fishermen? Then they can hardly be fobbed off with a worm. What comes into the net or onto the fishing rod is sorted mercilessly. At best, the bad ones end up back in the water. The fish that the fisherman likes must meet a number of quality requirements: It must be fresh, not too fishy or too coarse, firm in the bite and of a certain weight. Anyone who fishes in the Media Sea moves in waters with a large variety of species and a dense population. Today, the media are the fish that fight over the users' worms.
Fishing for ideas - anyone who indulges in this passion will find a paradise of links and associations in the media world. I came across the fish in a trendy magazine. There was talk of a new trend: Fishing in the urban environment. Fishing is making a comeback in urban waters. Alongside partying, sport and surfing in the digital world, trendsetters are apparently engaging in an activity that requires patience, attention and time. For outsiders, fishing is an utterly boring and inefficient sport, where the muscles are mainly used for finding locations and balancing while standing. The meditative gaze into the water, the loose grip on the rod so as not to miss the slightest tug, then the determination with which the fish is pulled out of the water at the decisive moment. The young and the wild are obviously looking for moments of concentration again. Time is slowed down when fishing. There is plenty of time to give your own thoughts free rein. Multitasking and instant information require even the fittest minds to take a break from time to time.
The free publications are reminiscent of the novel "Salmon Fishing in Yemen", which is well worth reading. In an environment that is generally considered a desert for content printed on paper, there are always colorful fish to be found. A selection of magazines can be found in the pubs and stores of iPhone owners. These free publications focus on reading material and photography. There is an issue tailored to each target group. There is even a separate magazine for bloggers. In terms of publishing, they do not surprise with any major innovations. The classic magazine language dominates in terms of typography and image selection. The texts are personal essays. Advertising and editorial are not always distinguishable. However, the editors are guided by the traditional publishing trade: they reach their readers with interesting content at their meeting points and offer an attractive advertising medium.
Media providers, whose users are now swimming away, can find out on the web why a salmon was caught in the Rhine near Basel for the first time since the 1950s. The noblest fish are also the most demanding. It is precisely these that are most prized by fishermen. Today's media users are no longer passive fish that can be lured with worms. Today, they can choose from a sea of offers. Depending on their lifestyle and current needs, they are guided by different requirements. They expect differentiated offers with specific qualities. However, these must be clearly defined and consistently implemented. Media providers can breed these fish with great attention: Swiss media waters with salmon, trout and large pike ensure that fishermen do not have to go fishing in foreign waters.
