How We Got Here
By: Daniel Gray
Way back when, in 2014, I graduated from Gonzaga University with a degree in Broadcast Journalism. At risk of stating the obvious, it’s common and encouraged for the program’s graduates to jump into the broadcast television industry.
It’s a well-trodden career path. You get your start in a small market newsroom and cut your teeth. Work hard. Keep your head down. Once you’ve earned your stripes you can get called up to a bigger market. If you play your cards right, possibly someday, if it remains your ambition, you’ll land a major market job.
The program can point to plenty of graduates that have taken this route. On-air talent, producers, directors. It can be an especially rewarding one filled with great experiences.
I decided to follow my gut and do something a little different, recognizing both my personal interests and the evolving nature of media consumption.
That there is an evolution taking place is pretty evident. From 2008 to 2017, the number of newspaper jobs fell in half and broadcasting jobs flatlined (Pew Research). Local television viewership is free-falling and every day the average viewer is only getting older.
It’s no secret that times have changed. Modern technology has transformed the way we find and consume content. We used to get our stories by flipping our televisions or radios to one of a handful of stations, and reading the morning newspaper. And that was pretty much it. We got what they gave us. And we didn’t think too much about it.
Today, we have more choices. Distribution of information and entertainment has been decentralized by the world wide web, and audiences have been deeply fragmented. We can pick and choose which stories to read and which videos to watch— the kind of curation we normally relied on journalists to do for us.
There’s a catch, though. Although the number of television jobs is diminishing, the demand for content producers is higher than ever. People are simply consuming content in different ways.
So upon graduating, with an eye toward the evolving market, I started Gray Media Productions. Over the last five years, we’ve delivered over 350 videos to businesses, nonprofits, and individuals. The video content GMP delivers to clients runs the gamut, including projects intended for entertainment, educational, and promotional purposes.
But technological innovation doesn’t stop, and as the digital world matures, online users become increasingly sophisticated— more deliberate, more discerning. Today, people consume more video content than ever before. But capturing an audience’s attention, capitalizing on it, and achieving organizational objectives has become a more complicated task simply because it has become more competitive. The good news for people interested in stepping into that digital arena is that targeting a specific demographic has become both more practical and cost effective.
And so, digital content and marketing tactics continue to evolve along with consumer habits. Today, it takes a truly concerted effort to maintain any sort of effective online presence.
At GMP, we want our clients to get the most out of their media assets. And we believe that to best serve you we need to evolve with the times. Over the last year, we have invested considerable time, energy, and resources to expand our service offerings to help clients accomplish what they mean to with their online efforts.
It’s a new chapter here at GMP. And we’re excited to help.