You are on page 1of 7

No one could easily predict how one day digital media could give conventional media a run for

it’s money. It’s the same way how no one predicted how one GUI based operating system, simple to use and more useful than anything else would take over the computing world in 1995 (yes of course Windows 95). Digital media or what it could be broadly referred to as, new media, has done the same thing. Newspapers and magazine houses were in fact so happy with Internet spreading all over that they couldn’t spare time to give it a thought about their future. They understood it could serve as a medium to extract more orders easily and to spread the word to a global audience. No one really understood it’s real potential until a short while ago. Now things started turning ugly for the conventional media. People found another unbiased, rich and contextual form of news in the form of blogs. I’ve always mentioned that my own reading habits had been spoiled because of blogs (not that I’m complaining here!). Not only blogs but other advancements in the social media scene had started issuing warning messages to conventional media. It was enough to raise an SOS. Now that everyone understands and respects the digital media, it only makes sense for conventional media to bridge the digital divide and use digital media to it’s advantage. Indeed platforms like Apple’s iPad and Amazon Kindle have provided a fresh perspective to how conventional media can still survive, it’s still a long way to go before we see the interactivity we are getting used to.

.. "I thought we were fighting for that Process . I don't envy anyone trying to ensure Jobs or encourage People to work in an Industry while this goes on...I'm not in a New Metal Band advocating the Ideology of Adolf Hitler! . The Internet means they can get any Radio Station that has an Internet Service for free. So. Anyone with a Satellite TV Kit or a reasonably modern Computer can now get Television Signals or Radio from and to almost anywhere. This means that while we can watch Al Jazeera anyone in any Arabic Countries can see any of our TV Channels as long as they are carried by whoever they subscribe to..when we are at War. Digital Media is a double edged Sword. I preferred it when we were the proverbial Nation of Shopkeepers than Property Speculators .but then there lyeth the Hole now falleth into it! No Work = no Wage = no Mortgage = no Property Deal = no Estate Agents.particularly at times like this someone did Yesterday .. What happens when or if they start seeing some of our Cultural Product of recent Years? How are they going to feel if some of it might even be almost unacceptable to us let alone them? When we had terrestrial Television at least this couldn't happen and at that time there was a certain amount of self-regulation in Media Activity anyway.But while conventional Media People spend as much time in the Estate Agents as they do the Production Room what chance has anyone got? Not much Commitment to the creative process and perhaps suggestive of their Priorities . what if a Group of young People in Iraq for example see some of the Stuff going on on our Rock Music Channels these Days? What are they going to think the next time one of those M1s comes down the Street or a Coalition Squadron cross the Horizon? The Paradox is that when all this happened in 1991 we neither had the dubious Rock Bands or any means of transmitting it into sensitive Areas.but we were fighting for Wealth and Land" Tiberias's Quote adapts.or even what has happened to it all in all those Years. Now we have both! And before anyone starts using Words like "Extreme" in any Conversation they might have with me ..

yet outdoor does not get a proportionate share of ad revenue. sound. . Local TV station owners are under pressure to modify high-cost legacy structures. many viewers consume a limited amount of television while digital video recorders (DVRs) have shifted habits toward ad avoidance. local stations have faced a dilution of the affiliate brand. despite an increasing reliance on digital and online content distribution. local television is their core business and revenue source. With broadcast networks selling programs directly to cable and new digital media outlets. and engage in new digital enterprises to collectively offset traditional ad declines. and as broadcast networks rely more on online sites. information. Light television viewers comprise 40 percent of the total television audience. Television’s combination of sight. and tighter margins have become increasingly apparent among television stations. and more affluent than the general population. TVB. spending less than 90 minutes per day watching TV between the hours of 6:00 AM and midnight. more active. declining revenues. television has been widely accepted into Americans’ homes as a source of news. The high capital cost. 2010 Total Media Spending. a serious concern given this group is characterized as being younger.Outdoor advertising reaches nearly every American. and entertainment. Nielsen Media Research Survey 2008. Today. For dozens of major independent station group owners. Sources: Universal McCann. leverage their unique local content and connections. Light television viewers are a difficult demographic to reach. Big market stations remain critical to broadcast networks. % Hours/Week Television Since its introduction in the late 1940s. digital platforms and devices to distribute programs. and motion make it a formidable advertising medium.

Television is expensive. Out of home improves the efficiency of a television campaign buy by driving down CPM costs. significantly reducing the reach of cable advertisers. Out of home minimizes wasted coverage and improves an advertiser’s campaign by providing the ability to target ad messages geographically. digital broadcasting television has furthered audience fragmentation among cable operators. Moreover. Today. Direct-broadcast satellite (DBS) technology has captured millions of subscribers.Television Benefits      Wide geographic coverage Broad audience reach Perceived accountability with well accepted audience measurement metrics Relative ease of buying and post-buy maintenance Proven success record for promoting mass consumer products Television Disadvantages       Audience share is generally declining due to fragmented audiences Increasing use of DVRs diminishes the impact of commercials Many television shows skew older and lower income Typically high CPM costs and rising production costs Primetime is no longer the preeminent reach builder with a large part of the viewing population not substantially reached by the primetime networks Increasing ad clutter as commercial pods lengthen Broadcast Television and Out of Home Out of home reinforces television messages when viewers are away from their homes during the course of daily activities. The cable industry faces new challenges. allowing advertisers to reach specific consumer groups according to their programming interests and preferences.Out of home reaches light TV viewers who are younger. The average cable home has access to 120 channels with nearly 3. Cable Television Benefits      Penetration of 90 percent of US households Typically lower CPM costs compared to broadcast television with similar benefits Greater targeting capabilities compared to broadcast television Programming available in all time periods Original cable television programming comprises 67 percent of all content Cable Television Disadvantages    Smaller audiences than broadcast television Excessive fragmentation producing relatively small audiences for many channels A greater number of commercials per hour compared to broadcast television .000 programs available each week. mobile. The growth in available channels and programming has lead to unprecedented broadcast audience fragmentation making it increasingly difficult for brands to effectively reach sizable television audiences without excessive ad spending. and more affluent than heavy TV viewers. cable television offers considerably more targeting capabilities than broadcast television. Cable Television In 1980. cable viewing was minimal compared to network television viewing.

Out of home improves cable television’s delivery by improving the overall reach of a campaign. The introduction of satellite radio and MP3 technology has stolen audience share from radio stations. But. Many consumers today use online sources to gather news and information rather than printed materials. those who spend more than an hour per day reading newspapers spend 3. offering almost everything found in newspapers. With varied station formats. have also moved online. Cable television delivers relatively small but targeted audiences compared to broadcast television. comics and horoscopes. providing a one-on-one connection with listeners. or at all. sports.500 radio stations stream content online through local websites. Radio is considered a frequency medium and out of home can increase the reach of a radio campaign by providing broad market appeal to radio listeners. classified ads. Radio Benefits      Targeting capabilities Inexpensive compared to other traditional broadcast media Builds frequency quickly Branded promotions offer advertisers appealing community involvement opportunities No seasonal listener erosion Radio Disadvantages    No visual component Advertisers must buy multiple stations and formats to accumulate audience reach Peak listening is during morning and evening drive times with relatively low audiences during other day parts Radio and Out of Home The combination of radio and out of home reaches a mobile audience. Out of home reinforces television messages when viewers are away from their homes during the course of daily activities. While some technology has hindered the reach of radio listening.Cable Television and Out of Home The combination of out of home and cable television offers advertisers similar benefits to the combination of out of home and broadcast television. and newspapers are one of the most expensive. for more than 20 years there has been a consistent and steep decline in the number of Americans who regularly read a weekday or weekend newspaper. including national and global news. Forty-two percent said they would not miss their city paper much. Nearly 100 million homes have an Internet connection. Newspapers can charge as much as $25 for every 1. entertainment. Many traditional newspaper advertising sectors. Internet newspaper reading represents almost 30 percent of time spent with newspapers. However. Twenty-six percent . Over 4. Out of home can maintain the market presence of a brand featured on radio afterlisteners have switched stations. Radio messages are susceptible to channel surfing. A survey by the Pew Research Center asked readers if they would feel the loss of either print or online versions of their local newspaper. offering a balance of sight and sound. Newspaper Newspapers play a functional role by providing news and information. Advertisers in big cities have plenty of options to reach consumers. opinions. offsetting the cost-effectiveness of radio.000 people who might see an ad covering a half page. listeners have a wide choice of options to satisfy their particular preferences. the number of people listening to the radio has grown over the last decade.7 hours per day online. Out of home offers localized media reinforcement of cable television advertising. other technologies have enhanced radio’s appeal with consumers. According to The Media Audit. listener fragmentation requires advertisers to buy multiple stations and formats to accumulate a relatively large audience reach. Radio Driven largely by the increase in the length of consumer commutes. such as job ads and real estate.

Out of home penetrates newspaper zones that are too large for reaching neighborhood target areas. The average user spends over 25 hours online per week. Readership rates are declining and will likely continue due to increasing numbers of alternate news sources. the opportunities for advertisers to reach consumers through magazines are shrinking. Magazines One of the core benefits magazine publishers can offer advertisers is the opportunity to use high production quality to influence core demographic audiences. As a result. Out of home’s very nature is unavoidable and impacts consumers lost to other source options. According to Magna Insights. seven days per week. Out of home can extend the life of a newspaper campaign by presenting ad messages in a marketplace 24 hours per day. According to the Publishers Information Bureau. product affinity. and newsstand and subscription prices rise. Newspapers have a short shelf life. the number of advertising pages in top magazines has dropped 42 percent since 2000.didn’t think the loss would hurt civic life in their communities. the Internet . or lifestyle High production quality Focused editorial environment Regional editions offer localized targeting capabilities Magazine Disadvantages    Specific issue audience data is not typically available Magazines produce minimal short term (daily/weekly) reach Broad market reach is difficult to achieve because of niche readership behavior Magazines and Out of Home Out of home strengthens an overall magazine ad campaign by providing a constant presence in the marketplace. Newspaper Benefits    Broad reach within a defined market area• Newspaper offers targeting capability with regional delivery and special advertising sections Geographic selectivity is available in small towns Marketplace for competitive price shopping Newspaper Disadvantages      Decreasing market penetration and readership with many newspapers reaching less than 50 percent penetration Low younger audience (18-24) readership Costly frequency medium Some ad recall studies show less than 50 percent of newspaper readers recall noting ads Ad clutter Newspaper and Out of Home Out of home can resolve some of newspaper’s distribution shortcomings by offering selective targeting. more titles fold. circulation drops. Internet Internet advertising began in the mid-nineties and since then has been the fastest growing media segment. nearly 100 million US households have Internet access today and over 90 percent of those households use broadband. and nearly 30 percent said there would be other ways to get news if their local paper shut down. But as more consumers are obtaining information from digital media platforms. Magazine Benefits     High degree of selective targeting based on demographics.

educated. The brevity of out of home’s copy is ideal for driving traffic to a website. affluent. according to The Media Audit. While new Internet ad options continue to evolve. Both market to a younger. and viable integration of advertising within social networking enterprises has proven tough to achieve. It is difficult to quantify the value of Internet advertising based on traditional media measures. the value of traditional banner ads is debatable as click through rates stay low.represents one-third of daily media use. Out of home extends the reach and frequency of an Internet campaign when users are offline. and mobile audience. Internet Benefits   Direct response and transactional opportunity are available to consumers in real-time One-to-one marketing any time and any place• Long-term reduction of transactional business costs Internet Disadvantages   Limited frequency across millions of websites with users able to access only a fraction of sites available Privacy and security concerns Internet and Out of Home Internet and out of home advertising reach similar audiences. Individuals are using social networking platforms where users generally hold negative views of advertising and consider ads a distraction. .

47/3 94.070.70970.0.3/4./3.0-0...3-574.7 243&$4:804/8.39570803.3898 30.47 .:80413..07983-0../-.. 74.08894/.039419480 4:804/8:80-74..07./.00 70.3...708:9 903907309 .3/ %0....308.03902.8908974320/..3/ :941420 :941420897039038...34.3/83.07 507.802039 .0  3907309 3907309.0:8078503/84.0903..33902/ 330908.8/11.03907309.8-003901.25.7095.07.2./.30./0785-0.:994./2.074:78433050700 8.4389..

9434197./.-094..3/80.9..08843.943418908.20/.0   :9414200903/89070.-094./88/0-.08 O O 290/1706:03.0798370./8.25.943.-./459438...94341.17.7093./:..3094735.3/ .3307.4..33907309.0W43 907270/:.9414:941420 8../943.458/0.438/07.39.80/4397./943..147/7.35.4   3/.:/03.0 90. 920 30 94 4302.8574.3/ :941420 3907309.4:307 0/:.70.-0..38..:/9 0303907309.455479:39.43.0394:94.914728070:80780307.-:83088...3/.0-890  .3/4:941420.943 98/11.8.3094730390757808..7057080398430 97/41/.94...38....-0 !7..7041130   %0-70.303:8078.974:7..0./.08 492.970854380.0841.3/1706:03.3/97.9.0...3920.0738 3907309./.438:2078370.4898 39073098./897.70994.11:039 .397. 20..:/03.-03907.3/.82..90889.4393:094 0....47/394%00/./.7.4/30.74882438410-89089:8078...70:8384.3/ 24-0.079839384.:0413907309..20/.39190....943.8.8:708 .:04197.41.0   3907309030198 O O 70.11.07983-./.:80 .07983.:79.:9946:.90/ .