The New Modern - Maneuvering The Media Industry with Elaine Kapogines
/In conversation with the long-time innovative entrepreneur, publisher, journalist and media maven, Elaine Kapogines, owner of Wiltshire Media, on maneuvering the media industry.
1. What one aspect of the media industry will see the longest-lasting repercussions of the global health pandemic?
Honestly, I don't really have an answer, but I can tell you what I'd like to see. The pandemic has really punctuated the need for ethical reporting and an emphasis on journalist standards. We really saw a massive shift towards distrusting the media during the last presidential election when the term "fake news" came into use. And we as a society were becoming aware of how online analytics can shape the news we consume. The world has had to rely very heavily on the media to obtain information during this time but there's still a feeling of distrust and partisanism which is extremely unfortunate. What I would like to see as the longest-lasting repercussions is for the media to step up and show the world that journalism is a critical component within society and should be a place where people can turn to. I don't think we're there yet and it's going to take a long time but build that trust, but I hope the industry sees this pandemic as a jumping off point.
2. Is there a future for print media in tomorrow's world?
Absolutely! Print media, especially niche publications, still have that feeling of trust and community. Consumers are generally still skeptical of online advertising, but there's something about seeing that same ad in print. It's tangible and builds on a feeling of trust -- when accompanied with high-quality content. I have believed for a long time that niche publications are the future of print media.
“Clients are in a similar position where they’re looking to add to their skill set and ironing out some of their back-end processes, and there is really where Wiltshire Media adds a lot of value to their business.”
3. In retrospect, your decision to move on from The Holistic Parent magazine came at an ideal time. Looking back, do you wish you would've moved on sooner?
Absolutely not! The transition away from The Holistic Parent was so organic and the decision was made at the exact right time for me personally -- a small part was luck, but a lot went into making a calculated decision that perfectly aligned with my long-term business goals. For all intents and purposes, The Holistic Parent was at the peak of success when I decided to cease publication, but I just felt like I was being pulled in a different direction and it was becoming increasingly difficult to keep up both sides of the business. In retrospective, it couldn't have come at a better time. The hard reality is that there's a good chance that the magazine wouldn't have survived the pandemic, so I'm grateful that things worked out the way it did and I wouldn't have changed at thing.
4. How is Wiltshire Media adapting to the new world?
We're doing well. The "pause" has been a really good opportunity to get those foundational pieces of the business organized while I'm also figuring out a new routine with the kids and their learning schedule. I've taken this opportunity to do some additional training and certifications myself which will benefit the business long-term. But since the beginning May, I've actually never been busier. Clients are in a similar position where they're looking to add to their skill set and ironing out some of their back-end processes, and there is really where Wiltshire Media adds a lot of value to their business. So I've been working with a steady flow of clients and submitting proposals for new business on a regular basis.
“As more people are home, work virtually and putting thought into their next steps, anyone who has a desire to get into media (as a publisher or content creator) could now have the opportunity to make that happen.”
5. Will this pandemic see the rise of new independent media companies?
I certainly wouldn't be surprised. As more people are home, work virtually and putting thought into their next steps, anyone who has a desire to get into media (as a publisher or content creator) could now have the opportunity to make that happen. Online has made these types of careers very accessible and with the right skill set, creators can be very successful.
6. Many smaller media outlets double as their own marketing/advertising company. In addition to what you had already done for self promotion, what other skills have you had to learn during this adapting phase?
My educational background is in journalism. So while I feel confident as an entrepreneur, most of the hard business skills I've acquired have been from on-the-job experience. I've gained a lot of insight on the business-side of media and publishing from jobs I've had in the past which I've been able to utilize as an entrepreneur -- everything from bookkeeping and budgeting, to sales and business development. These are certainly areas I never saw myself doing, but as a small media company, it's something I've had to learn along the way.
7. How have you specifically been impacted by this?
My work-life balance has changed significantly, especially since Wiltshire Media is the busiest it's ever been, while at the same time, I'm the primary parent for my two young girls with no childcare options. So it's a balancing act of not taking on too much work so I can be the mom I want to be, but also growing a business I've poured my heart into. And of course, every time I feel like we're settling into a routine, something else changes. So that's definitely been a challenge -- as I can imagine it is for most parents.
“Media companies need funds to operate, but the only way to generate the revenue needed to support high-quality reporting is to capture reader’s attention through tactics like click-bait, which in turn devalues the reporting and builds reader distrust.”
8. How will medium and large sized media companies be affected?
We've already seen significant changes in the past decade in this area with layoffs and outsourcing, and I don't see that letting up any time soon. Until the media industry can figure out a way to prove it's worth as a necessary component of a democratic society -- by building trust as the unbiased mechanism for accountability it was meant to be -- we're going to continue to devalue journalism and watch budgets being slashed. Unfortunately, we're still seeing so much sensationalized reporting and "click bait" during this pandemic that I don't think the industry's reputation is being helped. It's an odd cycle they're stuck in right now -- media companies need funds to operate, but the only way to generate the revenue needed to support high-quality reporting is to capture reader's attention through tactics like click-bait, which in turn devalues the reporting and builds reader distrust. Until a industry can change this paradigm, it's the medium and large outlets that are going to suffer the most.
9. Have you noticed an influx of entrepreneurs and business ideas during the quarantine period?
Yes and no. I've definitely seen a lot of business ideas swirling around. People have had the opportunity to really think about what they want for their lives and what there next steps are going to be. Entrepreneurship can certainly seem like the answer, especially when it can be as easy as launching a website and starting to post to social media. However, I've also witnessed a lot of small businesses permanently close during this time. I would say I've seen more existing business pivot than I have seen new ones start up.
“I’m getting a sense that people are feeling overwhelmed with virtual offerings and I don’t want to add to the noise.”
10. With the huge influx of virtual "everythings" (music/teaching/meetings/etc.) how will you keep and grow your digital audience?
I'm kind of riding out the wave. I'm in a good position where I've been in the digital space for a long time so I haven't had to rush to market with any new offerings. My audience knows what to expect from my digital space and that's what I'm giving them at this time. Obviously I have plans to expand my services (in-person and online), but I have no plans on moving up those timelines. I'm getting a sense that people are feeling overwhelmed with virtual offerings and I don't want to add to the noise. My focus is always on organic growth -- and that really means that sometimes I'll see huge growth and other times I just won't.
11. What's helped keep you grounded from a personal standpoint?
My kids for sure. They remind me every single day where my priorities need to be -- sometimes with a literal smack in the head (they're 4 and 7). I really have to be present and support them in the best way I can -- this is a really strange time for them as well so I've got to navigate their highs and lows too. There certainly are days where I'd rather just hide in my office and work on the business, but it's usually those days that I end up going on long bike rides and splashing in the kiddie pool all day.
“Misinformation is rampant and in a situation like a global pandemic, misinformation can be deadly.”
12. What positives can come out of this for the media industry?
My hope is that the world starts to see traditional media as a reliable source of information again. It's almost a necessity that we're turning to traditional media sources to figure out what the heck is even going on from day to day. Misinformation is rampant and in a situation like a global pandemic, misinformation can be deadly. If the industry can start to build that reader/viewer trust again, maybe we'll see a truly positive shift. Do I see that actually happening? I'm more than a little skeptical.
13. Which style of media companies won't see tomorrow's world?
I've said for a long-time that print media is going to thrive in niche publishing. If general interest print news can't figure out a way to adapt without sacrificing quality, I think we're going to see the end of that era.
“But not everyone with an iPhone can run a successful photography business. Consumers will be able to pick out the quality creators and they’re the ones who will be able to build a long-term career. ”
14. With many of us having been at home for the past several weeks, many of us have learned/enhanced our digital skills. Will there be an influx of tech-savvy writers/photographers/videographers in the new world?
Probably in the short-term. That's the thing -- the online world has given us all access to an unlimited amount of information and learning opportunities, but it's implementing that information that is the barrier for long-term success. For example, literally anyone can take an e-course on "how to be a photographer" but putting that training into action and making it successful is a completely different story. Yes, people are going to continue to becoming more tech-savvy just because they're using these tools everyday and technology is adapting in a way that's very user friendly -- photography is a great example! Anyone with an iPhone and some basic knowledge of the camera function can take photos that only used to only be possible with a DSLR and some actual training. But not everyone with an iPhone can run a successful photography business. Consumers will be able to pick out the quality creators and they're the ones who will be able to build a long-term career.
Elaine Kapogines has worked in media and publishing for over 15 years. She started her career in senior editorial and management positions for various business publications before transitioning to owning her own media company. In 2014, she launched her her second independent magazine which grew to over 20,000 copies per year at over 100 locations. At the end of last year, she shut down the magazine to focus full time on PR, media strategy and content management.
Connect with her here: wiltshiremedia.ca
