Here’s NGS CEO John Fahey on the future of National Geographic magazine:
“[L]et’s talk about how exciting the digital future is for NGM. I think of it as NGM unshackled or NGM on steroids.”
We think John’s analogy is apt: Steroids make you look ripped in the short term, but they destroy you over time. Which is what digital technologies have been doing to legacy media companies — making them appear muscular in the short term (look at our multi-platform versatility!), while gradually pulverizing their established business models. (See this media morgue. And this one too.)
The take-away: John needs to find a healthier, more sustainable analogy — and business plan.