"The Changing Media Landscape" - Outputs from Cognito's Breakfast Byte
Cognito recently held its semi-annual Breakfast Byte at The Harvard Club in New York City to discuss the 'Changing Media Landscape'.
Cognito invited an expert panel of specialists including Evan Cooper, Deputy Editor of InvestmentNews, Candice Sherman, General Manager of TabbFORUM, and David Zweifler, Head of Marketing Communications at TradingScreen.
The panel discussed shifting advertising models, the rise of social media formats, and how financial communications professionals are changing their media strategies accordingly.
For those who were unable to join us at the session, we asked the panelists for their closing thoughts on the topic (see below).
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InvestmentNews - Evan Cooper, Deputy Editor
"Like the real estate adage about 'location, location, location', the main point communications professionals should remember in today's world when engaging with media is to read or follow who they're pitching and know exactly what the target of your pitch is. That's not a complex message, but the work involved to make sure you know who you're talking to and what you're talking about requires knowledge, skill and time."
TabbFORUM - Candice Sherman, General Manager
"To me, the most significant change in the media over the last five years is the transformation of online users from media consumers, to media publishers. Users have a plethora of publishing tools at their fingertips -- blogs, Twitter, Pinterest and online communities, to name just a few - with which they create their own original content and share content created by others. By creating content and making decisions 'out loud' about what content is important and therefore worthy of sharing, users have taken real power into their own hands."
TradingScreen - David Zweifler, Head of Marketing Communications
"The entry barriers for producing high quality content have mostly disappeared. Now, a journalist, blogger or marketer with a laptop can produce content that just fifteen years ago required a several-million-dollar newsroom. And thanks to social media and Google, there is a greater meritocracy in place in terms of achieving a wide reach - content with mass appeal that can go viral and reach millions, or appropriately search-engine-optimized content can reach a narrow, highly qualified, difficult-to-reach audience.
At the same time, there is an even bigger opportunity to create real dialogue with your audience through online conversations, which are often more informative and engaging than the original article, video or podcast.
While the delivery channels have changed (and the opportunities for dialogue have increased), the recipe for powerful, engaging content has stayed the same: It is still about insight and integrity, with some wit thrown in for good measure."
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