Colbert signing off somehow feels like it’s about something else than just the end of The Late Show: https://lnkd.in/ebazPX85.
Isn’t this what happens when a format stops evolving? Even when the host is sharp, your production is slick and the brand is pretty loved.
The problem: you can’t coast on legacy.
You have to keep earning your audience.
It’s not that audiences no longer care about smart conversation, wit or sharp takes. But they have changed how and where they engage with it. And that’s the challenge for every media brand today. How do you evolve the product without eroding the brand?
It cannot be about shouting louder or chasing virality. It’s about creating work that 1) respects the intelligence of your audience, 2) earns their time and 3) reflects the world in ways that feel relevant.
Unfortunately, over the last decade in particular, we have seen various formats drift into predictability, or worse, into echo chambers. There’s a fine line between journalism and activism, especially in late-night media, and I wonder if the Colbert show did not move too much in the direction of the latter. If the tone becomes too binary and too expected, audiences disengage (even if they may agree with the message).
We have taken a different path at Monocle.
For one, we don’t trade in hot takes or outrage. We try to layer quality reporting, great design, a sense of optimism and a long view. It’s this approach that has helped us build deep brand equity and loyal, engaged audiences. And it’s also why we keep innovating, both in terms of what we do in print and also how we develop: audio, city guides, retail, conferences, cafes.
Audience attention isn’t something you get. You need to keep earning it.
We should not conclude that the death of the (a) late-night chat show is the death of ideas in media. It is, however, a reminder: if you don’t evolve your product, your audience (and, yes, your advertisers) will evolve without you.
#MediaEvolution #AudienceEngagement #Journalism #Entertainment #SlowMedia #BrandEquity
