Media has always been evolving. But technological change has been disrupting the media landscape for, ironically, tech brands faster than ever in the past few years. Yet despite some frenetic evolution that has changed how earned media covers technology stories, some fundamentals remain the same.

European Technology Media: Fragmentation & Evolution is a report into how media that covers tech companies is changing across multiple countries. 3 Monkeys Zeno worked with colleagues from across Europe to assess the landscape and dig into the consequent requirements for storytelling and content. Changes in media formats, editorial appetites, technology that affects how content is viewed and the shorter attention spans of the audience have combined to make media planning and content development far more challenging for technology brands than was ever the case in the past.

We also got input from former FastCompany editor Bob Safian, who helps advise some clients on content. His view is that the volume, fragmentation and pace of media, and how we all consume our content, have given rise to the attention economy. There is greater value in capturing people’s attention than ever, but there is a constant battle for that attention and to remain relevant.

There’s a fundamental reason for this: the internet has disrupted media massively, both creating new opportunities but undermining old ways of publishing content. The business model that media had relied upon for so long has gone, and there is a new kind of competition for eyeballs. Every editorial decision has competition at its heart, because content and how people react to it is now far more measurable. That competition was always there in the media, but because impact can now be tracked far more effectively, it has intensified.

The report was compiled with input from the UK, Germany, France, BeNeLux, Spain, Italy and Poland. Just a few markets, but all of them significant in understanding how the editorial landscape is shifting and what this means for communications teams.

AUTHORS

Steve Earl, Managing Director Europe, Zeno Group

Bob Safian, Former Editor, FastCompany

Key take outs:

• Understand that each market is different. It may sounds obvious, but the media landscape, editorial appetites and agenda vary by country, as well as language of course.
• Plan media at a national level and consider planning content at a publication level. It’s fine to have a European media plan, but that will need to drill down to national level, and for high-priority media a bespoke approach for each may be needed.
• Use data analysis where feasible to better understand audiences and where value lies. Experienced guesswork used to be the norm but today, analytics can deliver more insight on who reads what, why and how they react.
• Integrate paid amplification for appropriate story content and media partnerships, where possible. More and more editorial content is first glanced through social platforms, so boosting chances of seeing it there can drive views and engagement.
• Be creative and co-creative, flexible yet focused in storytelling. You may have great story ideas and information to share, but work with media contacts to shape stories for their needs rather than presenting it as a fait accomplit.

EUROPEAN TECHNOLOGY MEDIA: FRAGMENTATION & EVOLUTION

Visit 3 Monkeys | Zeno's showcase to read the full report.

CONTACT

Rebecca Wagstaffe, Head of Business Development, 3 Monkeys | Zeno, [email protected]