Robert Picard, one of the world's leading media economists, suggests it's unwise to simply go where the technology attracts. There need to be criteria to ensure the most intelligent use of finite attention.
"In an era when the business models for news are stressed, hard thinking should be done in assessing the opportunities that various technologies present. It isn’t the time merely to be copying what others are doing," he writes in Nieman Reports.
Principal in the criteria needs to be the money-making prospects. But, in the absence of a business model that generates more revenue than it expends, Picard notes that such things as brand equity and reputation ought to