Traditional Publishing, REST IN PEACE
This is the headline that greets you when you land on an internet page erected as a memorial to commemorate the Decline of Traditional Media. A photo of a man who appears to be in distress and who’s probably just misplaced his process accompanies this headline. If this does not paint a bleak picture, go on to study the 548 headlines that everyone sings to the identical track as the following:
Bad Times: NYT Says Revenue Fell thirteen.9% Last Month – Forbes.Com
Men’s monthly magazine Arena to quit printing after 22 years – Guardian.Co.Uk
Cosmopolitan UK writer to reduce 100 jobs – Guardian.Co.United Kingdom
There’s even a website entitled Newspaper Death Watch that chronicles all of the publishing and newspaper houses that near down. All instead morbid wouldn’t you assert?
The Deadly Spell
Let’s take a brief take a look at Traditional Media and the way the Internet forged it is the lethal spell.
Back in the old days, we speak 500 years in the past; Gutenberg revolutionized the printing industry by means of inventing the printing press. This intended bibles might be produced at a fragment the time it used to. This also meant greater copies in a shorter time and the Word of God got, in addition, attain in a shorter time. Newspaper houses and Magazine publishers nevertheless use a printing press these days (well thank you captain obvious).
Much later, quickly after the arrival of power, the sector turned into blessed with any other few media breakthroughs, specifically radio then a few years later, television. Marketers and Advertising groups had all of it figured out as they devised Integrated Marketing Campaigns with astronomical budgets. Ah, the good vintage days. Well, plenty to the dismay of a lot of these corporations, this media panorama commenced trading.
Behold! Enter The WWW
At first, an internet site changed into seen as an adorable manner to place your business enterprise brochure online and on top of that the disastrous dot bomb generation created skepticism that categorized the Internet as a horrific media and business channel.
Fortunately, considering then the Internet has matured. Now, in countries in which broadband has achieved high levels of household penetration, the net has grown to be the consumer medium of choice.
Why? Because human beings can do research, save online, watch motion pictures and connect with friends all within the comfort of their personal homes. People can choose what media they want to consume, in which and after they pick too, especially with mobile connectivity. Marketers can now not dictate what advertising messages people get subjected too.
Social Media, The New Black
Then there may be the phenomenon of Social Media. It modified the media panorama for all time. Social Media websites have allowed clients to connect to buddies, family, colleagues, and friends in approaches that have been in no way conceivable some a long time ago.
Technology has empowered the purchase to grow to be the Prosumer. Prosumers are clients who produce content material including movies, pics, and blogs that can be right away disbursed and shared amongst thousands and thousands of people through social media platforms. This is also called person-generated content material or UCG.
Here is an exciting little bit of trivia about the attain of Traditional Media vs. The Internet and Social Media.
Years it took to reach a market target audience of fifty Million:
Radio – 38 Years
TV – 13 Years
The Internet – Four Years
The iPod – 3 Years
Facebook – 2 Years
So How Does The Internet Affect Traditional Media?
The Internet has decreased the need for Traditional Media as it enabled customers to join social societies within their neighborhoods, throughout their countries, and across the world. It has empowered them to speak at their entertainment, 24/7, with buddies.
Considering all that’s been said, the dying of Traditional Media can largely be attributed to the following factors:
The decline in readership: The distribution of loose information and statistics on the web has brought about the decline in readership for traditional courses.
The decline in sales: The decline in readership approach advertisers will spend their money elsewhere and this ends in a decline in advert revenue.
Real-time updates: Traditional Media can’t compete with the immediately updated consumer-generated content material it really is without delay to be had for the world to see.
The upward thrust of UGC websites: People have the freedom of unlimited real time statement on content material while Traditional Media is static and is a one-manner communication device.
Online Audio/Video channels: People can choose what they need to watch and concentrate after they want to and in which with none advertising and marketing interrupting their revel in.
Simply put. The Internet has revolutionized the manner matters get carried out these days. It has revolutionized the way we do commercial enterprise, the manner we communicate and has broken down the partitions of Traditional Media.
A recent instance is a decision by means of Unilever UK to heart Lowe, their Ad agency of 15 years, in favor of crowdsourcing – because of this, it has thrown the brand creative pitch open to organizations and basically any man or woman who can think of an idea, worldwide. This is finished at the Internet of the path.
Traditional Media will nonetheless be around for some time, but the Internet is getting increasingly more integrated into our each day lives.
Think approximately this. You could do without the Mail & Guardian or the MensHealth Mag for pretty a while, perhaps stay pretty fortuitously without it? But you simply dare reduce that ADSL connection.
Reports to your board, funders, donors, and companions often need to be completed, so it makes quite a few experience to lead them to paintings to your advantage. If reviews aren’t required, doing them besides offers you the same possibility to promote your work and serves as an anticipatory flow as a way to come up with a bonus the following time you make a request for budget or movement.