Why do reporters and editors at traditional media companies who have seen their readership/viewership/listenership fall like rocks find it so newsworthy that media readers/viewers/listeners can also change their patterns online? Those who have camped out online for the past 15+ years know well the history of rises and falls of online communities. Those of us who no longer read Life magazine, or even Time, or watch first-run episodes of I Love Lucy or MASH or Sienfeld or Friends understand that media brands can come and go. Yet, somehow it continues to surprise people that the rules of popularity physics (what goes up gets knocked off) apply online, as well.
Today’s example of a reporter/editor discovering the obvious is a story in the Washington Post today with the mis-dated headline, “In Teens’ Web World, MySpace Is So Last Year. (The correct headline would have said “So Year Before Last” as Facebook is the current “So Last Year.”)
How many online brands of any sort have stood the test of time?
How many online media brands have stood the test of time?
Is ten years the test of time?
What will it take to create an online media brand that will be around in a century?
They are so last century.