At the end of this month, Google will have shut down its obligations to those marketers and publishers that opted to run with the Google Print Ads service.

While the search giant blames the economy and the spiraling downturn in print revenues, it’s no wonder that the digital baby, now a teenager, had no clear understanding of the process or the vision necessary to navigate the analog waters.

This failure was not so much a product of the environment as much as it was the hubris of a company that believes it is the savior of all things media related. The first domino has fallen as we wait for it to topple the next – Google Audio.

By no means are these actions to be taken as triggers for the demise of either print or radio. Both are strong viable media channels that are ever so slowly adapting to a digital world. That they will catch up in time to successfully morph is yet to be seen. Chances are they will as they manage to forge their business models to a new order.

Newspapers will not go away. Neither will magazines or radio. Delivery formats may change, and to think otherwise is ludicrous. Television echoed the demise of terrestrial radio as is Sirius/XM doing today. Cable did the same for the major networks. Yet all of them are still playing in the same (although more crowded) sandbox.

We are all inundated by the embarrassment of riches in the form of choice. Some of us are complaining. I, for one, like to have the freedom of choice. If I want to pick up a newspaper, ruffle through its pages and perhaps tear out an article, fine. I don’t always care to read the New York Times online, thank you. When it comes to listening habits, I often prefer the sound of my local hometown station (population 7,800) than that of a nationally syndicated, canned feed.

Riding Metro-North from Massachusetts to New York’s Grand Central the other day, a couple with a child in a stroller occupied the seats next to me. The child, who was just about to turn two, was holding an iPod in her hands, intently watching a video while manipulating the angle and ear buds. Not yet two years old!!!! Be prepared. Our children and grandchildren may soon be yearning for the iPod as new technology embedded in all manner of media, driven by eye movement replace that which is WOW! today.

Odd .. how new technology makes current technology obsolete literally overnight. But the newspaper survives.

Can an iPod fix this??

1 comment:

Unknown said...

On a related note, I think that HD Radio + iPhone/iPod + economy will be the demise of Sirius/XM.