While the advent of digital and social media has undoubtedly transformed the sports media industry on a macro level, it has also had a profound impact on those who participate in the industry. As outlined in previous chapters, access to and ownership of digital and social channels has ensured the creation of new online media organisations, online publishers and teams of media professionals working for sporting organisations to create media and engage with their fans.

However, the role of journalists and reporters has also undergone significant change. Much of this change is a result of the changing characteristics of the industry. In contrast, other changes appear to be a direct result of the changing relationship media organisations and other publishers of content have with consumers, as well as the shifting preferences of sports and media consumers.

When it comes to the changing characteristics of the industry, one of the most obvious and important changes has been the rising number of organisations and individuals who are creating, publishing and actively disseminating content to hungry sports fans. While this certainly gives consumers a greater choice, it has also ensured the sports media and publishing industry is one of the most competitive and cluttered markets in the world. The significance of this fact should not be understated.

Changing Business Models

In an industry where profits are built on advertising revenues, old conventions of advertising and reaching audiences have been turned on its head (Satell 2016). And, because of this, so too have the business models of almost all traditional, independent, mainstream media organisations. Once upon a time, if advertisers wanted to reach consumers via the media, it was a simple matter of choice between the available print, radio and television services read, listened to and watched by their target audience (Tellis 2004). The media industry in any given market was relatively concentrated compared to the overwhelming amount of choice consumers and advertisers now have today (Nicholson et al. 2015). Television, in particular, was king when it came to attracting mass audiences and premium advertising revenues.