This third post on The Future of Media Companies deals with Brand and Portfolio. Content and brand are the only two things that really matter when looking at the future of media companies. All other things, important as they are, are just means. Marketing will have to ask many questions and offer many answers before the media company can seriously embark on its transformation.The new media company, especially if addressing a local market, will compensate for the shrinking of its flagship, the newspaper, with the generation of new businesses. A larger portfolio of activities around core competencies will ensure relevancy for audiences and advertisers.
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