The most popular content in almost every medium today is two people having a conversation. But both cable and network news outlets haven't embraced that.
For major corporations, the optics of running a news operation can easily morph into a strategic headache. Just inject some truth serum into Disney CEO Bob Iger and I'd bet he'd tell you the same.
"If leaders, talent, and business professionals value the content and respect those writing it, that trumps general interest. I care more about reaching the right audience than the largest audience."
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."