Who is the Boss in the Media-Biz?

I’ve worked with many media companies in the print, online, and tv-business, and I’ve worked in media related positions in many companies from other branches.
There is still one question I can not really answer: Who is actually the boss in the media business (ok, it’s not the only question; probably I’m just in the right age to worry about that…).
Are there strategists who are really the big guys, who tell you were to go and what will happen in the next years? Actually I hardly met any strategists in commercial environments. There were a few who had a similar job title, but most of them where either vain outlaws who more or less sacrificed their job for the title (because it always proved to be a dead end road), very ambitious youngsters who disappeared as quick as they had risen, or some old and actually jobless friends of the CEO or the editor in chief or the CMO, who needed a job with a cool title and not too much work.
So should it be the marketing guys? Media marketing people are great in extending relationships, driving reputation and drawing nice pictures in consumers minds – and there is often a big gap if it comes to realization. I hate to say that they usually dont have a cue, but that’s actually the truth. And in most cases, they don’t care – because it’s not there job. If it’s just marketing, then it’s just making people think that something is great, it’s not making things great.
And what about the sales department? They are the guys who bring the money, we all want money, so shouldn’t we listen to them? That takes us very quickly to a very simple view of the business: It needs to be sold. And once it’s sold: Who cares? Advertisers wont get their money back, a few complaints can be handled. and if there is really some trouble – there are enough advertisers as potential new customers. If you remind them of what they actually sold or what plans have been made for the further development of the media, they either don’t remember or they ask you why it has not been done yet. And anyway: they won’t have time, because the have to be out there and sell something.
So there are the creatives left, the designers, the writers. For sure they have a lot of ideas, they know the product and they can realize what they planned; they are the ones who have to do it anyway. But do they know the commercial terms of the business? Have you ever met a designer who can really calculate his business?

The famous media persons are generally the creative ones, usually close to the editors, or some have formerly been editors.
The rich ones are rather from the business side.
That’s no so much astonishing, what bothers me more, is that there are still single persons around, we are still acting as if Mr. F in person had founded this daily newspaper or as of Mr. B. did really have anything to do with the TV Channels he owns, but we know, that it’s simply not possible to combine all this smartness…

That’s another reason why I switched more to online media, and to the more functional part of the media business. Do you know the big names? And do you have an idea of what they are actually doing?
I have the impression that – with highly movable and flexible media – our perception shifts from big guys to big things: We don’t bother what HE does, we think about what features IT provides.
Probably back in the days when everybody was just publishing newspapers, you had to invest a lot in vanity and you had top think about how to stand out personally. Now, there is more space to focus on your product: Make it be something special (that’s the creative part) and make people understand that it’s something special (that’s the sales and marketing challenge). – But still, you can stick with the product, you don’t have to worry so much about yourself.
Why bother? It’s not only that there are no clear paths and visions for your career, there are also no best practices. In a lot of companies I left, the people who stayed are now the big guys. Just because they stayed. In other companies, there were more almost-retiree-strategists than developers. And then, some companies consider you as their hero, if you can do everything: writing, programming, handling Xpress or Indesign, talk with the system admins and talk the business lingo – just because there is nobody else who can keep up with you.

Conclusion: Just keep on doing what you like. The rest is’nt woth bothering in our business. If you really want to question if you’re successful with what you’re doing – keep on doing it and ask again in five years. I think that’s a pretty average time period that should malke you notice some differences…

 

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