Web Commonerpolitics, social commentary, and ramblings on pop culture

In today’s digital age, the Internet’s near open exchange of information never ceases to amaze, and I feel fortunate to be a member of the generation that stood front and center as the web progressed from infancy into adulthood. As a teenager, I remember feeling stunned the first time a friend messaged me in real time using a desktop computer. Now, we carry the computer in our pocket and rely heavily on the Internet to communicate, conduct business, educate, and entertain. In hind sight, it isn’t shocking to know that entire industries would be forced into an evolutionary state of emergency as they struggled to stay afloat in a rapidly changing environment, and the two we hear about most are music and print.

Both were unequipped and ill-prepared for the mass exodus that occurred after digital technology freed their subjects, and forced a need to update their business plans and models. People who felt used by an industry profiting twofold on the sale of compact discs, which cost pennies to produce, suddenly had the upper hand and simply stopped buying music. Still, all it took was an organized, reasonably priced distribution system built off the convenience of the Internet to revitalize the market, and it was an innovative computer company that put the first foot forward. Meanwhile, the music industry was caught, virtually, with its pants down.

Now, it’s the print industry’s turn to share some of the embarrassment. Sure, publishers made moves years back towards digitizing their business by offering content online, but they clung desperately to the newspaper model and refused to strip off the blinders in anticipation of a time when subscribers would ditch the big front page for a smaller, more personalized screen. Almost ten years out of college, I can recall professors in my own communications courses who predicted a future without traditional media, focusing instead on “the box,” a single-unit device that would contain everything a person could possibly need. So, was it straight denial or simple ignorance that prevented media owners and managers to effectively plan for the big changes that awaited their industry.

What seems most ironic about their lack of preparedness is their density when it comes to understanding how Web 2.0 technology might help sustain their survival. Correct me if I’m wrong, but wouldn’t the media mergers and acquisitions that permeated the industry throughout the last two decades provide the necessary momentum for companies to invest heavily in new technologies and research ways to reach evolving demographics, you know, before it’s too late? Three years ago, Amazon introduced the world to Kindle, a portable reading device with the ability to download published content. That’s right, folks, Amazon. A company that has been in existence almost 15 years stepped up to the plate and met a challenge that major newspaper conglomerates, whose roots could technically classify them as antiques, claimed they didn’t even know existed.

Now, these entities are in trouble and many argue that the fabric of free press is unwinding as they reach to the state for assistance. Industry gatekeepers are quick to shine a light on companies like Google as the source of their problems, an organization whose innovative technologies actually help to direct traffic to their websites and organize advertising into a profitable source of income for online businesses. These dispatches of blame are little more than scapegoats for industry captains who knowingly ignored the coming tide of change, choosing instead to focus on diminished quality to increase profits in the short term. Today, the result is a digital transference of industry, with ideas of promising Web 3.0 technology plowing forward towards an updated press that utilizes interactive social networks, blogs, and online forums to produce and deliver the next generation of news, despite a lack of participation from its traditional counterparts.