Don’t feed the media’s fire

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Brian Kight

Media only makes what works.

They only offer what people watch, click, listen to, and share. Shows that don’t get viewers and articles that don’t get clicks are eliminated and replaced by ones that do.

Media will make anything — anything — as long as it gets enough of an audience. But without an audience, it won’t survive. It can’t survive. Media doesn’t make what people don’t consume and share.

Our attention is the oxygen to the media’s flame. If you’re upset at media coverage, the best thing you can do is not watch, click, listen, or share. Not ever.

The only metric that matters to any media is, “How many viewers did we get?”

The higher that number stays, the more of that type of media they will make because it works. The lower that number goes, the less of that media they will make because it doesn’t work.

It starts with your attention. It starts with our attention.

The time is now. Do the work.

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