One Big Idea by Abhishek Karnani: Changing roles of Big and Small

08 Feb,2013

By Abhishek Karnani, Director, Free Press Group


There was a time when media was a fortress that new entrants could scarcely breach. You could pour money, might and all kinds of material but the entry barriers were so high that media empires of yore remained secure.


Suddenly, all of that is history. If media was an empire, it now finds itself in a sunset setting. You need nothing more than an internet connection and an ordinary phone to breach the biggest and the best. And the best itself is a value proposition that few can define in a market that is as fragmented and diverse now as it was monolithic and narrow earlier.


In the US, one of the biggest stories of the Presidential election was Mitt Romney’s secret remarks at a GOP fund-raiser where he said 47% of Americans did not take responsibility for their lives. That story was broken by a magazine called ‘Mother Jones’, which is a not-for-profit and offers “smart, fearless journalism”.


Now ‘Mother Jones’ is not a media name many would have heard, certainly not here. Yet, it shook the race for the most powerful office in the world like no other story in recent times. More such examples will follow, and we will increasingly see them play out.
This is because the big new reality of the media today is that there is no big media and small media. Small can work like big. Big can and does become small. We see it happen every day.
This is change for the good. It offers people a whole new world of ideas, thoughts and stories in a culture of diversity, openness and equal opportunity. It opens exciting new doors of opportunity for media groups like The Free Press Journal, where we are uniquely placed to meet the new market realities. We are agile, light and specially focused on the common man, and we are seeing a boost in our readership like never before.

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