Financial Media Wakeup Call: The Big Disconnect

I was having a discussion with the CEO of one of the largest financial media companies in the country yesterday.

A few points I made:

1. The population of DIY investors who want to actively trade their own stocks each day and need news that caters to them is small and shrinking (their estimates are that the number is 3 million people in the US). To focus primarily on this segment misses the bigger picture – the 8.6 million millionaire households that truly need help with longer-term planning, not stock ideas. See the below slide from Chip Roame’s Tiburon CEO Summit last year:

SLIDE MILLIONAIRES

2. But this is how most financial media properties are geared – everyone’s doing sites and apps and content about which stocks to buy and sell and how to react to economic / earnings news. It’s pretty crowded and when people try to stand out in crowds they tend to shout, post things in ALL-CAPS and engage in hyperbole.

3. The real wealth in this country (US investors have $59.4 trillion of net worth excluding their houses) doesn’t give a shit about whether or not they should buy Netflix – they want content, insight and information that helps them with planning, portfolio construction, asset allocation and true investing – not just trading, trading, trading.

4. The financial media is irrationally addicted to trading stories because they have urgency and they’re entertaining, even if ultimately unsatisfying to the 90 million Americans who are trying to figure out what to do with their wealth. There is a relentless focus on analyst research calls, upgrades and downgrades, economic data releases, merger and acquisition buzz, hedge fund activity etc. This is all highly interesting and I personally enjoy both consuming and creating this type of content as well. But it should not be the only thing on the web / airwaves. It is disproportionately dominant when compared to its actual utility for the majority of the audience. There is a huge content arbitrage opportunity here.

5. This is very much a junk food versus eating your veggies conundrum and we know who usually wins these tug-o-wars in real life. It’s not that people don’t need to know the macro news or the state of the markets each day – it’s that this stuff is really only relevant to them as it affects their portfolios and, by extension, their lives. Financial content and journalists can and should do more to connect the two in their reporting.

6. Some media outlet, print or television or radio, is going to figure this out and exploit it. Many media companies do not make the distinction between investing and daytrading, but they should. Making the investing process fun and exciting is not hard to do with the right talent, writers and format. Focusing on process versus outcomes will also engage professionals to share this content and participate in its manufacture as well.

7. The advertisers – from luxury auto companies to ETF arms dealers – will beat a path to your door once you establish dominance in this market. Here’s what is at stake in dollar terms (also from Roame’s presentation):

SLIDE ASSETS

8. There are thousands of potential content creators from the asset management and wealth management verticals who are essentially untapped and more than eager to participate in this sort of thing.

9. The news of the day is only part of the key to appealing to this audience – portfolio analytics and measurement tools to help them track where they are in their retirement goals – along with risk management gauges – will give people a reason to check back in and engage if you can’t get them in via trading ideas or “breaking news”.

10. Most market commentary – by definition – is stale within hours of being produced or published. I have personally created over 8000 pieces of it and believe me, nobody will ever read 99% of what I’ve done prior to last week unless I’m accused of a triple homicide and claim to have buried clues to the crime within my old posts.  But content that deals with real investing as opposed to “trade the news” is a lot more evergreen. Given this reality, you would assume the media would find it more profitable to emphasize this kind of stuff…

I think the existence of this disconnect is fascinating, so many people’s mindsets are locked in this late-90’s paradigm of stockpicking as a hobby. And yet even a casual glance at the fund flows over the last few years would tell you that the Boomers have moved away from this kind of activity while the newer generations of investors (X, Y, Millennials) have never been interested in it.

Anyway, someone’s going to figure this out and do it right. Maybe.

Below, a quick and very incomplete list of financial media outlets, people and sites that emphasize investing:

Tadas Viskanta (Abnormal Returns)

Barron’s

Bob Seawright (Above the Market)

Jason Zweig (WSJ’s Intelligent Investor)

Morningstar

iShares ETF Blog

Tom Brakke (Research Puzzle)

Context (AllianceBernstein)

There are more out there, what are your favorite investing resources?

 

 

 

Full Disclosure: Nothing on this site should ever be considered to be advice, research or an invitation to buy or sell any securities, please see my Terms & Conditions page for a full disclaimer.

What's been said:

Discussions found on the web
  1. beeg sex commented on Aug 27

    beeg sex

    […]Here are a number of the sites we advocate for our visitors[…]

  2. Bvlgari commented on Aug 28

    Bvlgari

    […]The information talked about within the post are some of the most effective available […]

  3. Fendi commented on Aug 28

    Fendi

    […]always a significant fan of linking to bloggers that I enjoy but really don’t get a good deal of link love from[…]

  4. Chloe commented on Aug 28

    Chloe

    […]the time to study or visit the material or web-sites we’ve linked to below the[…]

  5. how to improve site traffic commented on Aug 29

    how to improve site traffic

    […]Here are some of the web pages we advocate for our visitors[…]

  6. new mcat cars timing commented on Aug 30

    new mcat cars timing

    […]please take a look at the web pages we stick to, including this a single, because it represents our picks through the web[…]

  7. خرید vpn commented on Aug 31

    vpn ایفون

    Thank you for some other fantastic report. The place else may possibly just anybody get that type of info in these kinds of an perfect implies of writing? I have a presentation up coming 7 days, and I am on the lookup for these kinds of data.

  8. 123klussers.nl commented on Aug 31

    123klussers.nl

    […]just beneath, are several absolutely not related web-sites to ours, nevertheless, they may be surely really worth going over[…]

  9. clone a willy tips commented on Sep 02

    clone a willy tips

    […]we came across a cool website which you could possibly get pleasure from. Take a appear in case you want[…]

  10. kegel balls commented on Sep 05

    kegel balls

    […]check below, are some entirely unrelated internet sites to ours, having said that, they’re most trustworthy sources that we use[…]

  11. tesina fascismo commented on Sep 06

    tesina fascismo

    […]one of our visitors lately suggested the following website[…]

  12. خرید vpn commented on Sep 06

    vpn ایفون

    Quite! This has been a truly great write-up. Thanks for delivering this details.

  13. http://www.hunnitbrand.com commented on Sep 10

    http://www.hunnitbrand.com

    […]Wonderful story, reckoned we could combine a couple of unrelated data, nevertheless truly worth taking a appear, whoa did one particular discover about Mid East has got much more problerms at the same time […]

  14. farming simulator 2019 mods commented on Sep 12

    farming simulator 2019 mods

    […]always a large fan of linking to bloggers that I really like but do not get a good deal of link enjoy from[…]

  15. FS19 mods commented on Sep 12

    FS19 mods

    […]we came across a cool site which you might get pleasure from. Take a search should you want[…]

Read this next.