A media freelancers group I belong to recently had a big debate within the group as to the fate of journalists operating in South Africa. With the bad economic situation of the year 2009 and a large number of corporate rationalisations within the media sector, my colleagues are very concerned about the future of freelancing in a shrinking sector.
What is interesting about all of this is that a number of media professionals fall into the classic trap of looking back and see a dwindling pool of work serviced by a growing pool of resources. The solution - and only way out - as I see it is rather to look forward and see the changing nature of media today with the opportunities that it provides.
The lines between pure editorial journalism and advertising are constantly blurring and it is a challenge to all of us to walk through this and recognise the challenges. Then there is the evolution of www and the potential it brings to make everyone a potential editor, commentator or publisher.
Unfortunately for may journalists the playing field has changed completely. Those that survive will be those who grasp the opportunities provided in the future.
If your company is interested in the changing face of media and how to use this to best advantage in marketing communications, give me a call.
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