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Traditional Publishing Company, REST IN PEACE
This is the title that greets you when you encounter a website that is identified as a memorial about commemorating the decline of traditional media. An image of a man who appears to be in need and who could possibly lose the job company of this heading. If this does not mean a pink image, continue reading 548 headings that all sing in the same song as the following:
- Bad Times: NYT Says Revenue Fell 13.9% Last Month – Forbes.com
- Monday's Men's Maternity Month to Stop Printing After 22 Years – Guardian.co.uk
- Hispanic Publisher in the UK to Cut 100 Jobs – Guardian.co.uk
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There is even a website titled Newspaper Death Watch that cripples all publishing and newspaper releases. Any more morbid would you not say?
The Deadly Spell
Let's take a quick look at the traditional media and how the Internet threw it into a spell of death.
Back in the old days, we are talking 500 years ago; Gutenberg changed the printing industry by finding the printing machine. This meant that the Bible could be produced in the fragment when used. This also means more copies in a shorter period, and God's Word can be achieved in a short period of time. Newspaper and magazine publishers still use today's printing machine (thank you clearly for the captain) .
Very soon, shortly after the advent of electricity, the world was blessed with a few media, rarely broadcast them a few years later, television. Market and advertising agencies had everything figured out as they thought Integrated Marketing Campaigns with astronomical budgets. Ah, good old days. Well, much to the fear of many of these organizations, this media landscape began to change.
See! Enter WWW
At the beginning, a website was considered a sweet way to put your brochure online and in addition The wretched dot of blowing time created a skeptic who marked the internet as bad media and business channel.
Fortunately, the internet has since been mature. Now, in countries where broadband has reached a high level of households, the web site has become a consumer medium of your choice.
Why? Because people can do research, shop online, watch videos and connect friends to everyone in the comfort of their own home. People can choose which media they want to consume, wherever and when they choose, especially with mobile phone connectivity. Marketers can no longer decide which advertising messages people get used to.
Social Media, The New Black
Then the phenomenon of Social Media. It changed the media landscape forever. Social media websites have allowed consumers to relate to friends, family, universities and people in a way that was never imaginable for several decades.
Technology has allowed consumers to become the defendant. Prosumers are consumers who produce content like videos, photos and blogs that can instantly spread and share among millions of people through social media. This is also known as user-generated material or UCG.
Here is an interesting part of leisure to reach traditional media versus internet and social media.
So how does the Internet affect the traditional media?
The Internet has decided the need for traditional media because it allowed consumers to engage in social communities within their neighbors, across their countries and internationally. It has allowed them to talk in their leisure, 24/7, with friends.
Taking into account all that has been said, the consequences of the traditional media can be seriously attributed to the following factors:
- Reject In Readers: [ The distribution of free news and information on the web has led to the decline of readers for traditional versions.
- Decrease revenue: Declining advertisers 'advertisers' ads will spend their money elsewhere, resulting in a decrease in advertising revenues.
- Real-Time Updates: Traditional servers can not compete with an immediately updated user group that is immediately available to the world.
- UGC Web Site: People have free unlimited real-time content while traditional media are static and are unilateral communication devices.
- Online Audio and Video Channels: People can choose what they want to watch and listen whenever they want and where without advertising interfering with their experience.
Simply put. The Internet has revolutionized how things happen today. It has revolutionized how we do business, how we interact and have broken down the walls of traditional media.
Recent example is Unilever UK's decision to their Lowe agency for 15 years, in favor of crowdsourcing – which means it has cast the brand creative throw open to organizations and basically anyone who can think of an idea around the world. This is done on the Internet of course.
The traditional media is still around for a while, but the internet is becoming more and more integrated into our daily lives.
Think about this. You could do without Mail & Guardian or MensHealth Mag for some time, sometimes do you live happily without it? But you just dare to cut that ADSL connection …