![]() Who is doing this well? The Washington Post.But, if they want to survive as mass publications, they need to develop a digital business, because that’s where the readers are and will be. Existing media may well become niche or specialty publications.As Yogi Berra once said, “If the fans don’t want to come to the ballpark, nobody can stop ‘em.” In the future, media outlets may appear similar to today, but they will be smaller and more targeted because audiences will continue to shrink. Existing publications are also changing how they operate.You can count on the Big Five to weigh in on how to deliver consistently reliable information, and to use computer programming to do it. The forces of capitalism are leading these companies to think about authentication and truth.If people think they cannot trust what they read on Google or Facebook, it doesn’t matter that those companies didn’t actually produce the content trust will be lost, and that’s bad for business. Ironically, the good news is that lack of trust is bad for a social media business.The accidental publishers of Silicon Valley have supplanted the power of newsrooms by repackaging their journalism with other web content branded as news but not subject to the same standards. The “Big Five” companies-Google, Apple, Facebook, Microsoft and Amazon-increasingly determine what we know or think we know as fact. Today, Facebook and Google are more influential purveyors of information than traditional media outlets.
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