Traditional Publishing, REST IN PEACE
This is the title to greet you when you land on a website built as a memorial reminiscent of the decline of traditional media. This photo is accompanied by a photo of a person who appears to be in need. If it's not a bad picture, read 548 subtitles that all sing the same melodies like the following:
- Bad Times: NYT says revenue grew by 13.9%
- The mens monthly Arena has stopped printing after 22 years
- Cosmopolitan UK Publishing Company has released 100 jobs
There is even a website called Newspaper Death Watch, which tracks all publishers and newspaper houses that are closing.
This year, let's look at Traditional Media and what Internet is a deadly spell.
In the old days we speak 500 years ago; Gutenberg transformed the printing industry by inventing a printing press. This meant that the Bible can be produced for a fraction of the time it was before. It also meant more copies in shorter time, and the Word of God got another impact in a shorter time. Newspaper houses and magazine publishers still use a printing press today.
Long after, shortly after the arrival of electricity, the world was blessed with several other breakthrough events, then a few years later, television. Traders and advertising agencies noticed this when designing integrated marketing campaigns with astronomical budgets. Oh, good old days. Well, many of these agencies seemed to have changed this media landscape.
Watch! Enter WWW
Firstly, the website was considered a cute way to put a company brochure on the Internet and, moreover, that a disastrous bomb demonic created skepticism that called the Internet a bad media and business channel.
Fortunately, since then, the Internet has been lost. Now, in countries where broadband has reached a high level of household penetration, the Web has become a consumer choice environment.
Why? Because people can do research, shop online, watch videos and connect with friends in the comfort of their home. People can choose what media they want to consume, where and when they choose, especially with mobile connections. Traders can no longer dictate what advertising messages people are subject to.
Social Media, The New Black
Then the phenomenon of social media appears. It has changed the media environment forever. Social media websites have allowed consumers to connect with friends, family, colleagues and colleagues in a way that never imagined a few decades ago.
Technology encouraged consumers to become Prosumer. Prosumers are consumers who produce content such as videos, photos and blogs that can be instantly distributed and shared among millions of people via social media platforms. This is also known as user-created or UCG content.
Here's an interesting piece of trivia about the reach of traditional media versus the internet and social media.
The Internet has reduced the need for traditional media by enabling consumers to join social enterprises in their neighborhood, across their countries and internationally. It allows them to leave with their friends 24 hours a day, 7 days a week and 7 days a week.
Taking into account all that has been said, the disappearance of Traditional Media can largely be attributed to the following factors:
- Decline in reader: The distribution of free news and information on the web has led to a decline in readership for traditional publications
- Decline in revenue: Reducing the number of readers means that advertisers spend their money elsewhere,
- Real-Time Updates: Traditional media can not compete with instantly updated user-generated content that is immediately available to the world
- UGC Website Upgrade: People have the freedom to have unlimited comments about content in real while traditional media are static and are a one-way communication tool
- On-line audio / video channels: People can choose what they want to watch and listen to when they want and where without ads breaking their experiences.
Simply put. The Internet has revolutionized the way things can be done today. Revolutionizing the Way of Business, Way of Communication, and Partitioning Traditional Media Wall
A recent example is Unilever UK's decision to print a 15-year Lowe advertising agency for the benefit of the crowd – which means the brand of creative playground has opened up to agencies and basically to all they can imagine the idea around the world. This is happening on the internet of course.
Traditional media will still be around for a while, but the Internet is becoming more and more integrated into our everyday life.
Think about it. Could you do this without Mail & Guardian or MensHealth Mag for some time, maybe you would not live happily without it? But just dare to end the ADSL connection …