Earth faces sixth extinction-level event, scientists say, while the mass media, as we know it, faces its first, according to the fossil record compiled by today’s advertisers and readers/viewers

A research article published by the American Association for the Advancement of Science last June 19 by scientists Gerardo Ceballos, Paul R. Ehrlich, Anthony D. Barnosky, Andrés García, Robert M. Pringle and Todd M. Palmer from Stanford, Princeton and Berkeley universities in the United States suggests that the world has begun a sixth extinction-level event, this one driven primarily by humankind. Mind you Ehrlich’s 1968 best-seller, The Population Bomb, should have had us pretty much extinct by now anyway, had it come to pass, so who knows?

Meanwhile, as scientists pronounce on the likelihood of a sixth mass extinction for the Earth  – to wit, the Holocene extinction, advertisers and readers are delivering a similar message, or so it seems, to what’s left of the incredibly shrinking mass media manufacturers, which are in some ways today’s equivalent to yesterday’s buggy whip, typewriter and video store retailers. Blockbuster, we hardly knew you.

As for so-called “digital disruption,” well, it’s not just digital disrupting the heirs of Gutenberg these days, and it’s no longer just a disruption. Can you say ad blockers and mobile platform-of-the day?

Back around the dawn of the 21st century, when newspapers still had a few new millennium choices or even just good bets that might have ensured their survival on some sizeable scale, there was talk about the theory of disruptive innovation invented by Clayton Christensen, of Harvard Business School.

The “innovator’s dilemma” for print media newspapers was the difficult choice they faced sometime between the mid-1990s and the 2000 Millennium (it really was in retrospect, with the benefit now of uncorrected 20/20 hindsight, a much narrower window of about five years, give or take, than publishers realized before they were left behind forever) in choosing between trying to hold onto readers in their existing market by doing the same thing a bit better (the Glacier Media-owned Thompson Citizen and Nickel Belt News, for instance, went online with the same content only slightly repackaged from their print editions in June 2009, about a dozen or more years after most larger Canadian daily newspapers did pretty much the same thing) or capturing new markets by embracing and adapting to new technologies and adopting new business models.

Where are we today, 16 years post-millennium?

Consider these three exhibits, if you will.

Exhibit 1: Jeff Gaulin graduated from journalism school at the University of Western Ontario in 1995. He started Jeff Gaulin’s Journalism Job Board that same year as an online employment service to help his classmates find work after graduation. His job board quickly became the go-to online job board for new journalism graduates across Canada looking for their first job and to a lesser but not insignificant extent also became an important resource for even experienced journalists looking to switch jobs. I landed four newspaper jobs off it myself in a six-year period between 2001 and 2007.

Before Jeff Gaulin’s Journalism Job Board came on the scene, aspiring journalism job applicants, believe it or not, often sent out resumes hit-or-miss over the transom in 9 x 12 brown envelopes, which also contained their “clips.” As terribly inefficient and labour intensive as that was, it actually worked. At least sometimes. I landed at least a couple of my early daily newspaper jobs in the 1980s that way.

I also interviewed a fair number of job candidates between 2004 and 2013, as a result of Jeff’s job board, and was involved in hiring a number of them as reporters. As recently as several years ago, it wasn’t unusual to see 60 to 70 print jobs advertised on any given day, although the number fluctuated, and dropped briefly but dramatically in 2008-09, during the Great Recession, before rebounding.

As of noon today, there were just eight print media jobs from coast-to-coast listed on Jeff Gaulin’s Journalism Job Board. Eight. And if you think things might be better on the digital side in Jeff’s “new media” section, think again. It has four – half as many – jobs advertised as the “print” section.

Exhibit 2? RBC Dominion Securities just cut its price target on Postmedia Network Canada Corp., publisher of the National Post and proprietor of Canada’s largest newspaper chain and various digital media properties, to zero from $0.50.

Zero. As in zero-sum game.

Exhibit 3:

Mass extinction, niche survival.

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Newspapers turn to Augmented Reality (AR)

Remember Virtual Reality (VR), the computer-simulated environment that can simulate physical presence in places in the real world or imagined worlds? Sure you do. Or at least one derivation of it known as simulated reality, as long your virtual memory goes back as far as Sept. 28, 1987 and “Encounter at Farpoint,” the pilot episode for Star Trek: The Next Generation, written by D.C. Fontana and Gene Roddenberry, and the first appearance of the Holographic Environment Simulator, better known simply as the “holodeck.”

Data, who was fond of Sherlock Holmes, loved it and in later episodes would often play the 221B Baker Street detective in holodeck programs, often accompanied by Geordi La Forge in the role of Dr. Watson. Prior to the late 24th century, Federation starships were not equipped with holodecks. In 2151, the Starfleet vessel Enterprise NX-01 encountered a vessel belonging to an alien race known as Xyrillians, who had advanced holographic technology in the form of a holographic chamber similar to the holodeck, which Starfleet developed two centuries later. A holo-chamber was also later installed aboard a Klingon battle cruiser, given to the Klingons by the Xyrillians in exchange for their lives.

Here in the 21st century, most current virtual reality environments are primarily visual experiences, displayed either on a computer screen or through special stereoscopic displays, but some simulations include additional sensory information, such as sound through speakers or headphones.

Some advanced, haptic systems now include tactile information, generally known as force feedback, in medical and gaming applications. As for the origin of the term “virtual reality,” it can be traced back to the French playwright, poet, actor, and director Antonin Artaud and his 1938 book The Theatre and Its Double, where he described theatre as “la réalité virtuelle.”

While newspapers have added a lot of bells and whistles to our various online “platforms” in recent years, they’re not quite at the Holographic Environment Simulator or holodeck reality. Yet. But they do have something new now called Augmented Reality (AR). And it’s not science fiction. The technology makes use of the camera and sensor in your smartphone or tablet to add layers of digital information – videos, photos, and sounds – directly on top of items in your newspaper.

Vancouver-based GVIC Communications Corp., which operates as the Glacier Media Group and owns the Thompson Citizen and Nickel Belt News here in Northern Manitoba, launched Augmented Reality for editorial and advertisements throughout its Lower Mainland media properties in British Columbia in February 2013, year, teaming up with Dutch businessman Quintin Schevernels’ innovative Layar application, which can be downloaded on your iOS or Android smartphone or tablet. The Winnipeg Free Press also launched its own Augmented Reality (AR) last September with Blippar, a British first image-recognition smartphone app.

“Western Canada’s  largest local media company is pleased to announce the enterprise wide launch of augmented reality throughout its Lower Mainland, British Columbia properties,” Glacier said on Feb. 7, 2013, adding it was the “First company worldwide to build augmented reality into its digital sales platform.”

Layar, with over 35 million downloads worldwide, is the world’s most downloaded AR app, and continues to grow at an average of almost a million downloads per month. It operates as image recognition software invisibly tagging images, logos and icons with codes to allow the augmented reality components to appear instantly on a reader’s smartphone or tablet while scanning the AR content.

The Toronto Star and Bermuda Sun are among other publishers and newspaper using Layar.

Rather than a Quick Response Code (QR) matrix barcode in print, Layar provides the ability to link to multiple assets; watch video/listen to audio/share the content on social networks and even buy a product – right from the page, eliminating the gap between print and digital.

Maybe we won’t have to wait until the late 24th century after all for the Holographic Environment Simulator.