How the Internet Affects Traditional Media

Traditional Publishing, REST IN PEACE

This is the headline that greets you when you land on a web page identified as a memorial to commemorate the decline of Traditional Media. A photograph of a man who seems to be in distress and who's possibly just lost his job companies this headline. If this does not paint a bleak picture, go on to read the 548 headlines that all sing to the same tune as the following:

  • Bad Times: NYT Says Revenue Fell 13.9% Last Month – Forbes.com
  • Men's monthly magazine Arena to cease printing after 22 years – Guardian.co.uk
  • Cosmopolitan UK publisher to cut 100 jobs – Guardian.co.uk

There's even a website entitled Newspaper Death Watch that chronicles all the publishing and newspaper houses that close down. All rather morbid would not you say?

The Deadly Spell

Let's take a quick look at Traditional Media and how the Internet cast it's deadly spell.

Back in the old days, we're talking 500 years ago; Gutenberg revolutionized the printing industry by inventing the printing press. This meant bibles could be produced at a fraction the time it used to. This also mean more copies in a shorter time and the Word of God got further reach in a shorter time. Newspaper houses and Magazine publishers still use a printing press today (well thank you captain obvious) .

Much later, shortly after the advent of electricity, the world was blessed with another few media breakthroughs, rarely radio then a few years later, television. Marketers and Advertising agencies had it all figured out as they devised Integrated Marketing Campaigns with astronomical budgets. Ah, the good old days. Well, much to the dismay of many of these agencies, this media landscape started to change.

Behold! Enter The WWW

At first a website was seen as a cute way to put your company brochure online and on top of that the disastrous dot bomb era created skepticism that labeled the Internet as a bad media and business channel.

Fortunately, since then the Internet has matured. Now, in countries where broadband has achieved high levels of household penetration, the web has become the consumer medium of choice.

Why? Because people can do research, shop online, watch videos and connect with friends all in the comfort of their own homes. People can choose what media they want to consume, where and when they choose too, especially with mobile connectivity. Marketers can no longer dictate what advertising messages people get subjected too.

Social Media, The New Black

Then there is the phenomenon of Social Media. It changed the media landscape forever. Social Media websites have allowed consumers to connect with friends, family, colleges and peers in ways that were never imaginable a few decades ago.

Technology has empowered the consumer to become the prosumer. Prosumers are consumers who produce content like 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-generated content or UCG.

Here is an interesting bit of trivia about the reach of Traditional Media vs. The Internet and Social Media.

Years it took to reach a market audience of 50 Million:

  • Radio – 38 Years
  • TV – 13 Years
  • The Internet – 4 Years
  • The iPod – 3 Years
  • Facebook – 2 Years

So How Does The Internet Affect Traditional Media?

The Internet has reduced the need for traditional media because it enabled consumers to join social communities within their neighbors, across their countries and internationally. It has empowered them to converse at their leisure, 24/7, with friends.

Considering all that's been said, the demise of Traditional Media can seriously be attributed to the following factors:

  1. Decline in readership: The distribution of free news and information on the web has led to the decline in readership for traditional publications.
  2. Decline in revenues: The decline in readership advertisers advertisers will spend their money elsewhere and this leads to a decline in ad revenue.
  3. Real-time updates: Traditional Media can not compete with immediately updated user-generated content that's immediately available for the world to see.
  4. The rise of UGC websites: People have the freedom of unlimited real time commentary on content while Traditional Media is static and is a one-way communication tool.
  5. Online Audio / Video channels: People can choose what they want to watch and listen, when they want to and where without advertising interrupting their experience.

Simply put. The Internet has revolutionized the way things get done today. It has revolutionized the way we do business, the way we communicate and has broken down the walls of Traditional Media.

A recent example is the decision by Unilever UK to fire Lowe , their Ad agency of 15 years, in favor of crowdsourcing – which means it has thrown the brand creative pitch open to agencies and basically any person who can think of an idea, worldwide. This is done on the Internet of course.

Traditional Media will still be around for a while, but the Internet is getting more and more integrated into our daily lives.

Think about this. You could do without the Mail & Guardian or the MensHealth Mag for quite some time, sometimes live quite happily without it? But you just dare cut that ADSL connection …

Maintain A Healthy Lifestyle

Our modern, urbanized lifestyle relegates most of us to a sedentary lifestyle. Sitting or working behind the computer is commonplace. While it is almost impossible to give up our jobs, there are ways in which we can incorporated exercise into our hectic schedules. If you live in an apartment, make the effort to walk your way up to your residence. If you take public transport to work, try flying from the train or bus one stop earlier and walking the rest of the way. Take time off to exercise at least twice a week, 30 minutes each time. Vigorous exercise engages the cardiovascular muscles and improves blood circulation, reducing the risk of high blood pressure.

Maintain A Healthy Diet

Our food intake today includes some form of processed food. Increased affluence has led to demand for better lifestyle and with it, food that looks appealing and tastes good. While it will be impossible to eradicate processed food altogether in your diet, try replacing some of it with fresh food. Replace sausages and bacon with fresh meat. Use natural seasoning like species and herbs instead of pre-packaged condiments. If you need to snack, choose apple slices or cupped corn over potato chips. When eating out, ask for reduced salt or go salt-free. Cutting down on salt goes a long way towards giving yourself a healthy body.

Reduce Stress

We live in a competitive world. The pressure to perform both in the workplace and at home brings stress to us at a level never witnessed before. If you feel that you are burning out, drop your work and go for a walk. Take a stroll through the park or sit quietly by the beach. Breathe some fresh air. Find a moment of solitude and let your mind enjoy some peace, even for a short 30 minutes. Better still, set aside at least an hour every week to spend some quiet moments by yourself. Do not wait till the stress starts to build up. Prevention is better than cure.

Avoid Excessive Alcohol

Research has shown that excessive alcohol consumption has the effect of increasing your blood pressure level. In addition, alcohol contains calories, which leads to weight gain, one of the factors leading to high blood pressure. If you are a heavy drinker, aim to reduce your intake gradually over time. If you must drink at social functions, limit yourself to just one or two drinks. Having less alcohol cleanses your system and puts your body on a path towards normalcy.

Quit Smoking

Smoking is one of the foremost contributors towards the increase of blood pressure. Smoking increases your blood pressure temporarily but instantly. Frequent smoking increases the frequency of increased blood pressure and the long-term effects of such temporary blood pressure increases can not be ignored. Aim to quit smoking over time. Reduce your number of cigarettes gradually till you have quit altogether. There is another benefit to be enjoyed: The gradual absence of nicotine also reduces your chances of getting narrow arteries and hardened artery walls, two major factors leading to blood clot, which in turn causes heart attack or stroke.

Summary

In summary, exercise, eat healthily and remove stress from your life. Also aim to reduce your alcohol intake and quit smoking. A few simple changes in lifestyle not only greatly reduces your chances of getting high blood pressure but also makes you more fit and feel good!

A Short Article on Technology

The world has undergone severe changes over the past decade. We now live in a world where communication is paramount. It seems that everyone and everything is connected in some way.

For school students this has made things much more efficient. Research papers that used to involve hours of laborious effort, can now be searched and documented without ever touching a card catalog or a periodic index. Worlds of information are now available at the click of a mouse.

Questions that people pondered without any answer previously can now simply be typed into any convenient search engine and answered almost immediately. There are countless sites filled with informative short articles all over the Internet. Videos and music can now be seen on demand and news from across the world can be delivered in an instant.

There are some people who worry that the technological revolution and evolution we are experiencing today is moving too fast. There seems to be a loss of privacy in some respects and the specter of a Big Brother society looms larger than it has since 1984. Whether their fears are well founded or not will remain to be seen, but it is unlikely that people will ever willingly Give up the almost instant connections to our wired world.

Flying in the face of these fears are individuals who share their worlds through their blogs. What used to be shared with only close friends is now put online for millions of people to see if they should happen upon the blogger's website. Individuals are learning to take advantage of this by using their well placed blogs to sell products and services. The internet has allowed individuals an opportunity to step on to the same playing field as the big boys of business. With the right information and the ability to get it seen, anyone can now reach the masses and share their thoughts, feelings and even sales pitches.

Businesses as well as individuals have come to relly on the Internet as a source of advertising and actual sales. Entire business models have been constructed and thriving based solely on using Internet websites. It is rare today to find a traditional brick and mortar establishment that does not have some type of online presence. Any business that does not adapt and grow to keep up with the latest technology seriously risks being left behind in the wake of their competitors who choose to ride technology's leading edge.

Time will tell where this all will lead. We should make the most of the positive capabilities technology promises, but we should also keep a careful watch on where we are going.

What Is Digital Marketing?

In the last decade, the reliance on the Internet has certainly changed the way in which business is connected. It is clear to most business owners that without an online presence, your business is really missing out on a major of marketing, advertising, and success. Nowadays, anyone who is anyone keeps their own blog, social media platform, and of course a website. If you are a business owner and you do not have a website, you are neglecting to market yourself in the most effective way. That is why it is critical for every business to not only build a site for themselves, but also reinforce its presence through digital marketing.

What is digital marketing? And, how / why is this kind of advertising so important to a business? Let's consider these important elements of online strategizing:

What is digital marketing?

In its very essence, this kind of advertising conjoins the promotion and advertising in an online platform. The basic principles, values, ad tactics of traditional marketing are still at the core of this innovative phase, there is a seemingly more insightful guise into the consumer behavior and target demographic. This digital promotion possesses all kinds of internet marketing, however it focuses on digital media. SEO is only one kind of digital marketing tactic.

The way in which digital promotion is enforced is another interesting property. Various sources can be utilized to promote products and services of a business, including websites, mobile devices, instant messages, and SMS among many others. In addition, the digital nature of this kind of marketing is considered as one of the most cost effective means of advertising.

Two kinds:

Push digital marketing: Just as the name suggests, push marketing is directed to push the advertising information directly towards the target clientele. Often times, marketers will initiate the push marketing through email, RSS, or SMS, really targeting the receiver or clientele with a personalized message. This means is also powerful in that it is easy to track, monitor, and measure the relative efficiency of the marketing.

Pull digital marketing: The pull method of marketing is aimed at garnering customers to come to you. The marketing for this means will be communicated to compel the individual to make a call to action or come visit your business. The most obvious or pervasive example is a web page, website, or any other Internet based medium. While this means of digital advertising is not as easy to personalize or track, it is still effective and powerful nonetheless.