Media Isn’t Dying, It’s Evolving

butterflypost.pngTen years ago, many of us believed that magazines and newspapers would be irrelevant by 2016. Well here we are, and that couldn’t be further from the truth. Instead of dying out, traditional media embraced the technological and social media revolution and evolved. As a result, most media companies now thrive in a new way with online content that is both shareable and searchable. Fresh produce companies, many of which struggle with or are in denial about the need to adapt to the social media revolution, could take a cue from traditional media. The truth is that now, more than ever, it’s important that the fresh produce industry’s PR efforts mirror the new and unique way in which stories are told.

Consider how traditional media continues its ongoing transition to digital. Publishing Executive predicts that by 2020, digital magazines will account for 30% of the magazine market, and by 2030, they will account for 75% of the market. Print magazines and newspapers aren’t being cancelled altogether – they’re simply moving to a new mode of access, which means that content needs to be formatted for digital use. Television and radio still have significant audiences, but many people access music and shows through apps on their smart phones and computers, which means the need for quick, to-the-point messages that will speak to an audience in 8 seconds or less.

Also important to consider is that more influencers exist today than have ever before, which gives brands an equal opportunity to spread their message and influence a positive change in the demand of produce.

So what does all this mean for fresh produce brands? It means you don’t need a $10 million budget to create awareness surrounding your brand, it just means you need to consider ways to evolve based on how consumers are getting information. Since media opportunities are multiplying and expanding, fresh produce brands have the opportunity to tell their story and create awareness unlike ever before. It’s a matter of finding the right media that has an audience who wants to understand more about your products.

Have a thought about the evolution of media and how fresh produce brands can stay connected? Tweet us @thecoreblog!