The media covering itself results in disseminating the latest happenings, prevailing trends and day-to-day activities across media platforms. Each medium has a tendency not to cover the happenings of the other media; therefore, any media about media (metamedia, so to say) has an important role to perform, that is, disseminator of media information. For example, issue of tablet publishing, revenue model of e-publishing, etc.
Any metamedia can help a medium to formulate its strategy in the light of information received through metamedia about the competitor medium. Therefore, metamedia helps in strategising.
Media covering itself gives an opportunity and a sense of recognition to the mediapersons excelling in their respective fields.
On the practical side, many issues and problems common to the media can be aired, discussed and resolved if the media covers itself. For example, issues related to paid content and ethics in media can be fruitfully discussed by a media site.
A media site can initiate discussion on any issue of tropical importance related to the media industry which can be picked for detailed and comprehensive analysis by other media. For example, issue of increasing newsprint prices and decreasing cover prices in case of print media.
Media sites are a potent source of instilling a feeling of comradeship in mediapersons working across various forms and levels of media. It also instills a sense of pride in mediapersons as a group and media as an industry.
Media sites tend to be holistic as they cover all types of media, that is, print, electronic, radio, web and out-of-home as well as all streams of each, that is, editorial, circulation, marketing, branding, response, audience perception, etc.
(Kulbir Chikara, Editor, Hari Bhoomi.)