Media Mavens Face Generational Threat
July 24, 2009
You are a publisher. Maybe you are in the media business. Perhaps you fancy yourself a band promoter. Pick your pigeonhole and then read “How Teenagers Consume Media: The Report that Shook the City”. I point to this summary of teen wonder Matthew Robson, Morgan Stanley’s secret weapon in the analysis wars. Why the synopsis? Most people don’t read. Among the points that I wrote down in my dinosaur skin notebook were:
- On demand TV is of interest
- Newspapers are dead ducks or geese
- Stolen music is common
- Mobile gizmos are in vogue
Books don’t make the loser list. For me, the key point was that these kids may have traditional media contexts. Yet despite what parents and schools say, the teens march to a different synthesized drum beat. Mom and Dad at work try to stop the shift, but I think the generational threat is here and now.
Stephen Arnold, July 24, 2009
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