The Media is Contracting: Here’s What You Should Do
Even with newsroom cuts, you can still share your story and amplify your message. We’ll show you how.
In 2023, there were over 21,400 jobs lost in media, according to Fast Company. Based on prior year trends, Fast Company extrapolated that more than 10,000 jobs in media could be cut by the end of 2024.
This isn’t hard to believe; the media industry shed roughly 1000 jobs in the first two months of 2024 alone. Those cuts were at places such as Business Insider, CNN, MSNBC, ABC News The Los Angeles Times, Sports Illustrated, Time and more.
By the end of 2024, major networks such as CNN and MSNBC were projected to make cuts or reconfigure operations. Several print and wire publications such as the Associated Press also made cuts.
Long-standing Pattern
Contractions in the media are not new; this is a long-standing pattern as a result of shifts from television to cable to streaming platforms. The truth of the matter is that consumers are less willing to pay high cable bills, for channels they don’t watch, when they feel they can get by with internet service and social media, dangerous as the latter may be. Interestingly enough, less than 46% of American households still have cable or satellite TV and only 14% of persons without cable regret their decision.
Mitigating Factor
In the United States, it appears that the central focus of many media outlets isn’t reporting the news but rather returning money to shareholders. The media industry has at least two revenue streams; advertising and subscriptions.
However, if consumers are no longer tuning in to cable or television, the advertising revenue declines. Let’s face, in the U.S. consumers have been conditioned to getting their news – at least print and radio – for free. They may therefore be skittish about subscriptions.
The Problem with Sensational Coverage
We also know that the news is configured around clicks and views, which means that sensational coverage drives the day. Bloggers with titillating headlines can get hundreds of thousands of views, sometimes outpacing hard-hitting and substantive news. However, sensational coverage leads some viewers to believe the media is untrustworthy.
In October 2024, Pew Charitable Trusts reported, “In 1973, most Americans expressed a high degree of trust and confidence in the news media to do its job. Democrats (74%) and Republicans (68%) were generally on the same page. But by 2023, while the media had lost ground with both groups (and with independents), the gap had widened dramatically, with just 11% of Republicans trusting the media, compared with 58% of Democrats.”
When people distrust the media they are less likely to tune in or may tune in to only a couple channels or outlets.
Free for All
The bottom line is that the media has been in a free for all for several years, but you can still get coverage. Here are five things you can do to ensure that you are able to share your message and take action on the things that matter to you.
- Build your own platform channels. Become your own media outlet.
- Focus on growing your own list by collecting emails and phone numbers of partners, members, and persons aligned with your work and vision.
- Invest in your virtual image by giving your website an upgrade. People aligned with your mission and work should see your organization as the source of news and information. You want them to visit your website for information, action items, and resources. Therefore, make your website as functional and useful as possible.
- Remember that the media landscape is much broader than traditional media outlets. Be intentional about engaging with influencers, credible bloggers, niche media and freelance journalists who are aligned with your vision and work.
- Consider hiring a public relations firm such as Spotlight PR to help you develop a comprehensive plan to grow your platform and protect your brand.
Even with cuts in newsroom, you can still share your story and amplify your message. We’ll show you how.
Jennifer R. Farmer is the principal of Spotlight PR LLC. Spotlight PR LLC helps clients build their platforms and protect their brands. Check out all blogs and subscribe for regular communications updates.