Traditional media urged to localise content and quickly adapt to survive

 

Managing Director of the Jamaica Observer Media Group, Dominic Beaubrun, says traditional media houses must localise their content and rapidly adapt in order to survive a changing industry. 

 

Mr. Beaubrun acknowledged the growing dominance of tech platforms like Facebook, Google and Spotify, which have significantly disrupted advertising and media consumption.

 

But he maintained that traditional media can retain relevance by focusing on hyper-local content and tapping into their communities. 

 

"We are in the media business but we are in a disruption industry and things will come along. I mean, you know, you've seen where Craigslist took over classifieds. Facebook and Google have taken over advertising. You know, streaming and Spotify have taken over TV and radio consumption accordingly. But we have to hyper-localise to be able to find ways to remain relevant. The platform is dependent in terms of the business model that you want, but there are ways in which we can find ways to compete. And it's ultimately that locale that helps to shape the community that surrounds us, that we have an impact on as media, that will force us to survive or find ways to survive," he reasoned.  

 

He was speaking Wednesday on Radio Jamaica's Beyond the Headlines.