“NGM on steroids”? We hope not.

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.

P.S. Remember the membership model that built the National Geographic Society? With the right mission and message, we still think it could work.

NO NEW POSTS will be published here after February 6, 2014. THIS IS WHY.