Categories: Articles

Will All Media Go Digital By 2014?

"I want to make a bet with you today. By January 2014 I will wager that in the US almost all forms of tangible media will either be in sharp decline or completely extinct. I am not just talking about print, but all tangible forms of media – newspapers, magazines, books, DVDs, boxed software and video games."

That is how Steve Rubel started the post, The End of Tangible Media is Clearly in Sight, on his Micro Persuasion Blog yesterday (BTW, if you’re not reading Rubel, you really should).

After running through a bunch of recent news items about how certain media are shifting to digital-only platforms, he continued to say:

"Finally, if you need further proof, when was the last time you bought a CD? Exactly. For me it was back in 2003. I haven’t purchased a newspaper in at least two years and the number of people who I see toting them on my morning train have declined too. I cancelled my last print subscription this month and I am now living 100% ‘media green.’ Also I recently signed up for Safari Books Online and I am liking it a lot, though it’s pricey and their iPhone client needs a lot of work."

We all drink from the same water cooler, and it’s important to not fall into the, "I haven’t bought a magazine in two years… so everyone else will stop too," line of thinking. If you are reading this, odds are you are a very early adapters and while the Web, RSS and digital-on-demand is part of our DNA (or, at least, slowly taking over), take a long hard look at the overall mass population (even look are family, friends and colleagues), and what they do. RSS is not exactly cracking through mainstream (as Steve pointed out), and as much as we all love Twitter, most people do not get it.

Media will shift and it will evolve.

There’s also little doubt that as technology gets faster and more readily available, more and more content will also be available through the existing (and soon-to-be-coming) digital devices. As Blogged about a couple of days ago here: Digital Is The Great Disrupter, every industry that has seen their physical products shift to digital have gone through tremendous turmoil. Won’t it be interesting to see which types of "physical" devices we’ll need for all of this digital media?

Lastly, how "green" will this really be? The last time I checked, there are no organic battery farms anywhere and electricity and electronics are a huge part of our ongoing challenge to truly be a little greener. For us to consume all of this mass media is going to create a new kind of waste, which is going to have an environmental impact on all of us.

Shel Holtz over at the always-amazing, For Immediate Release – The Hobson And Holtz Report Podcast, is known to say, "new media doesn’t kill old media."

What do you think? Will all media be digital by 2014?

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.