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Q: The Hindu’s head of digital recently spoke at a WAN-IFRA event that for digital, media companies need to invest on editorial in a big way to stay ahead. What’s your view?
A: You may recall my conviction of investment in content over commerce, in terms of sequence, is still relevant. Saraswati has to be worshipped along with Laxmi. They needn’t be mutually exclusive. This is true for any enterprise of any sector including so-called ‘digital’. For an established legacy media format, one may alter the sequence for some time. In one-to-many format of delivery, the passive nature of consumption might delude an entrepreneur in believing that a change in the sequence would have no backlash from the audience. In case of interactive one-to-one medium like digital, fortune can change overnight as a digital audience could be unforgiving. One could ignore the sequence, as mentioned before at one’s peril.