For radio, it started with Napster and iTunes. For TV it started with Cable and the proliferation of channels.
For both, the beginning of the end had its genesis in big media holding companies buying en masse, taking away the personality, counting beans, and hubbing operations.
There are many other complicating and mitigating factors, but the media reality today is internet social and digital online streams. We the people own the “airwaves”, and niche interests are king.
In the midst of that mess, it’s up to YOU to get attention for what matters (your VO Business?). You don’t have the advantage of network promos, or 30-second spots to toot your horn. Sure, there’s still billboards and the Superbowl, but on FaceBook and YouTube, it only matters if you go “viral” or have many subscribers.
Some people stumble into a viral video…others plan it, and then there are those “experts” who swear they can create it for you (aren’t there always those types?)
But Bob Lefsetz has written the golden manifesto of “The Attention Economy“. I really don’t know who Bob Lefsetz is, but this article is brilliant. He explains why advertising is crippled, and overnight success is history.
I’m serious. This is a 5-minute read, max. Do it. Read it.