Barren Baron

While media takes the onus of scrutinising and keeping tab on the functions of judiciary, government, public servants, leaders, corporations, persona of public life etc., isn't it fair to have a body that should oversee the role of a media house and its responsibilities towards the staff! India media houses and promoters have taken good care of their employees - from giving, by & large, a free hand to the editorial team to defined functioning of the sales & marketing team. But then, not all are lucky to be working with professional organisations. With the advent of online news portals, competition has grown and so has mushrooming of "media houses", "media barons" and "editors".

While traditional media has taken the natural course of starting online news services, the online news portals are making way into print media. For in India, even today, the respect that one receives being an editor or publisher or owner of a daily newspaper or magazine is far higher that of being a promoter of an online portal. This has got nothing to do with quality of journalists or journalism but due to sheer reach. Internet penetration in India is still at its nascent stage. It has not reached even a quarter of its capacity or capability. But that has not stopped entrepreneurs from starting news portals. And yes, they are all TRADE MEDIA. Now this is another concept that is playing havoc in the Indian online media space. There is niche news portals for almost every industry. And within a few years, the promoter suddenly decides to propagate that he is a "media baron".

Being niche has its advantages and disadvantages. The biggest advantage is that one reaches out to the target audience. The disadvantage is that the portal is dependent on revenue from handful brands. Now the day the portals decides to write negative about a particular brand or head honcho, the revenue stream starts drying up from the source. So, are trade media portals free and fair? I am neither the judge nor jury, but do ponder for a moment.

While growing the online news business, investments from angels and VCs are not difficult to come across. But how do you sustain and grow the business without being myopic is the test. While one of the leading marketing news portal is doing phenomenally well due to its content and clear separation between editorial and sales others are struggling. Recently I came to know of the struggle of another portal with diversified interest in niche print media. Situation is such that employees are getting salaries one month behind schedule that too in parts, vendor dues have risen to the extent that publishing print editions are becoming increasingly difficult. So much so that maintaining a swanky office in an upmarket address is no longer possible. Is this a classic case of biting more than one can chew? But in all this how badly are the promoters affected? I don't think it really perturbs them. While the employees languish and burn the mid-night oil, more often than not one can see the promoters at fashionable do's, collecting art, buying new personal properties, foreign jaunts etc. Unlike most media houses in India, there might be a few for whom personal recognition is far more important than building a respected, trustworthy media brand. Such a promoter is nothing but a Barren Baron