How to Use

While much of the analysis in The Big Thaw focuses on journalism, the implications encompass all types of content and forms of media.

• Tool for internal planning and strategy: The New Competencies chapter in Vol. 2 and its summary of shifting roles on page 21 can be used to assess your organizational structure and the human resources needed to succeed in the new competitive landscape. The New Sources of Value chapter can help you prioritize the products and services you provide and the New Business Models chapter to structure your organization financially.
• Conversation starter among staff, board or other key stakeholders: Appendix B includes a worksheet for facilitating group discussions. The worksheet includes four provocative statements, based on our research, to spark debate—feel free to add others. Use this process to identify the implications of the new industry dynamic on your organization’s future strategies.
• Tool for innovation: Use Vol. 3, Future Possibilities to help create new business models, product strategies and operating tactics. This volume only begins to identify potential game changers, but it can be used as a starting point for you to identify others.
• Knowledge development: Share selections of The Big Thaw with staff members who want to learn more about the changing media industry. You could also conduct further research on areas of particular interest to your organization.
• Partnership development: Use the Competitive Landscape chapter in Vol. 2 to explore the types of partnerships you could build to succeed.
• Funder conversations: Share The Big Thaw with funders that are interested in learning about new media’s emerging realities and may want to explore your organization’s role in the new media environment.
• Online discussion: Share portions of The Big Thaw with your users to engage them with shifting industry dynamics and solicit comments and discussion to further your strategic thinking.