The future of the media

A classic picture: Get the newspaper out of your mailbox in the morning and then flip through the news during breakfast. Over the years, and of course with the steadily advancing digitalization, this picture has changed drastically.

Instead of sitting at the table with the newspaper, many people nowadays simply open the app of their favourite newspaper on their smartphone and tablet. As the behaviour of its users changes, the media must adapt to it. 

Even though people can now access everything via smartphone, the media industry cannot afford to upload all the newspapers, magazines and newsletters online for free. The solution will most likely be a subscription. Big media have often already installed premium accounts for their users. Whether for Netflix, Spotify or the Bild newspaper, people are not completely averse to a subscription. One might now think that this is the end of our familiar print editions. But as it turns out, the subject of print is not yet completely off the table. According to the evaluation of MA 2020 Pressemedien II, 54.4% still like to use TV guides, followed by magazines about current affairs and women's magazines*. 

In the digital age not only the format of magazines is changing, but also journalism. People want more. More information that they can access how, when and where they want. Major media events, such as the weddings of the British Royal Family, in particular, are attracting the readers' attention. But the presence of brands and companies in articles is also increasing more and more. The question arises whether this type of reporting can already be replaced by algorithms. So far, the answer is a clear no. No computer has the skills, humor and empathy to create an article that will wow people. Due to the abundance of fake news and half-truths, more value is placed on trustworthy media and articles. This is where people like to put their trust in classical journalism. However, algorithms can support the targeted distribution of articles. They can be displayed to users for whom the content is relevant and interesting. 

In the future it will remain exciting to see how much the media world will change.

*Evaluation of MA 2020 Pressemedien II with 40,150 of the respondents aged 14 and over by the Arbeitsgemeinschaft der Media-Analyse (agma)