Sunday, April 21, 2013

Snippets Present a New Threat to Traditional Media?

Jonathan Mendez's Blog post about snippets Provides an interesting take on a "new" threat to portals with undifferentiated content. In particular, he points to the "everyday" weather portal such as the Weather Channel, AccuWeather and maybe local media sites. He suggests they must offer something more that the table stakes to avoid further commoditization by the snippet. TWC has such a strong brand that maybe it transcends this issue at times. Do local media companies win or lose in this situation? I think that many stations and broadcast mets probably need to do more. There are probably too many mets just collecting a paycheck for delivering a 7-day forecast and some severe weather coverage. They need to provide new value to elevate above the wide array of sources for weather data including the snippet. That value could be superior forecasting, superior explanations of what is happening and what to do (decision support). It seems to me this is a critical issue for local media in general. What can I get at 6p that I can't get somewhere else? I think -- not much. What new value can local TV bring and weather is a critical place to start.