It's not what you think it is

Recently, there has been several signs that the printed newspaper could disappear. Declining circulation numbers over the past 10 years have led many papers to shut down. Cities that offered both a morning paper and afternoon paper, have become scarce. In Fort Wayne, our two papers operate under a Joint Operating Agreement, otherwise we would have been a one paper town years ago.

Television viewership has been declining recently too. Why? Perhaps it is because we have more channels available, so each channel has a smaller number of viewers. Maybe it is also because of the alternatives made possible where we can time shift our viewing to suit ourselves with Tivo and DVR's... it is also possible to watch some shows online via the internet.

Radio, the profession I started working in when I was 16 is also continuing to be challenged for listeners with the growth of alternatives such as more radio stations, Ipods, the internet, etc.

These three mediums (Radio, TV, & Newspapers) are not what they appear to be. You might think that the News that you read or watch is about journalism. That the Music that you hear is about artistic expression. I used to think this too when I was on the air as a radio personality. It's not what you think it is.

So what is it?

Newspapers, Radio Stations, Television Channels, Magazines, and their associated websites are all about the money. And this is not bad, no, it actually is good and honest.

Each of these mediums provide a marketing platform that is designed to attract a certain group of people. The advertising that is contained on these mediums with commercials and ads pay for these mediums to exist. And you and I as consumers are influenced by these advertising messages to spend our money with the advertisers.

Here's how you can help keep your favorite TV show on the air, or radio station on the air, or newspaper or magazine around. Pay attention to the advertisers. Buy from them. Tell them where you heard about them. Write a letter to the president of the company or store thanking them for advertising with your favorite radio station or TV program.

This is the way it works in this country of ours, and for that I'm thankful.

And now you know the truth.