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 …

Race, Ethnicity, and Participation in Leisure Activities

In "Gender and Leisure" by Susan Shaw and "Ethnicity, Race, and Leisure" by James H. Gramann and Maria T. Allison, the authors describe major ways in which race, ethnicity, and gender influence access and participation in recreation and leisure .

While distinctions of gender are fairly clear in examining the differences between males and females, despite the emergence of a transgendered community, a key difficulty in assessing the impact of race and ethnicity is the way these are defined. That's because of a growing multicultural society in the US, Europe, the UK and Canada, which are blurring traditional and ethnic distinctions. But, putting those difficulties aside, this article first discusses the influence of gender and then of race and ethnicity.

As Shaw points out, there are three main ways in which gender has influenced leisure – in terms of activity participation, the gendered nature of leisure constitutions, and through gendered outcomes of leisure. The activity approach has shown that a number of activities are stereotyped according to gender, and that there have been differences in "opportunities, experiences, and a time for leisure." For example, as can be readily observed by anyone who goes to a sports event or visits museums, art galleries, and public lectures, as confirmed by the research, there is a greater participation by men in "sports and physical activities" and by women In "arts and cultural activities." Then, too, there is a gendered nature to passive leisure, which affects the books, magazines, and film men and women read and view, as well as the hobbies and crafts they participate in. While Shaw notes that little research has examined these differences, these distinctions based on gender can already be seen in the way marketers target certain types of books, such as those on self-help and relationships to women, and those on sports and business to men . Similarly, films dealing with romance and relationships are targeted to women, and films featuring adventure and action to men.

Also, confirming what has been evident to the general public, in modern industrialized societies, men have generally had more time to participate in leisure activities, because of what sociologist Arlie Hochschild, who I studied with at UC Berkeley, calls the "second shift. " This is because working and married women have generally taken on most of the household and childcare chores at home, so they not only have participated in the paid work, but when they come home, they work again. Meanwhile, since they have been less engaged than women in the household, the men get to enjoy additional leisure time, thanks to their women partners.

However, these studies cited by Shaw about women having less leisure time were done in the 1980s and 1990s. In recent years, this distinction between the leisure time for men and women seems to be changing, according to the popular media, in that men are more importantly involved in splitting up the housework and parenting. This shift is even reflected in the popular media, where the men end up with the kids and learn to enjoy being dads, such as Once Fallen. At the same time, successful women workers are hiring nannies to do the housework and care for their kids and even hiring surrogates to birth them.

As for constraints, these differently affect the opportunities men and women have for leisure. For example, the 1980s and 1990s research cited has shown that women are more constrained than men because of household obligations and family commitments, and because they feel a social obligation due to the "ethic of care," where women may feel an obligation to care For others, so they feel less free to enjoy leisure for themselves. Then, too, women may feel constrained from participating in certain types of activities, because of their fear of violence (such as in boxing and wrestling) or their concern with their body image (such as in swimming), while men may resist participating in Activities that seem too feminine and threaten them masculinity (such as ballet).

When it comes to race and ethnicity, it is more complicated to measure either participation or constitutions, because of the problems in classifying people by race or ethnicity. These classification problems have occurred because of ethnic and racial diversity and multiculturalism, so the old census racial classifications are breaking down, as pointed out by Gramann and Allison. But those complications aside, much of the research has focused on the different ways that different ethnic and racial groups participate in outdoor recreation, and the results have indicated that Whites tend to participate more in these activities than minority group members. While one reason that many minority group members do not participate is due to their marginal position in society, wheree they have a lower income and can not afford to participate, have poor transportation, or fear discrimination, another factor may be cultural differences. Certainly, marginality could be a factor for those with limited incomes, when they have to pay substantial amounts to participate in leisure activities that are mostly participating in by Whites, such as going to dinners in expensive restaurants or paying entry fees for theater and other cultural Events.

But another key factor, apart from income and social class is that the members of racial and ethnic groups may have their own "culturally based value system, norms, and leisure socialization patterns," so they have different interests. An example of this can be seen in areas of ethnic concentration, such as Oakland, where there is a Chinatown in the downtown area, African-American areas in Western and East Oakland, and Latin-American areas in the Fruitvale district. In each area, there are different types of activities that appeal to those in the ethnic groups in the area, such as the dragon boat races of the Chinese, the Kwanza celebration of the African-Americans, and the Day of the Dead celebration of Mexican -Americans. Also, members of the different groups may like reading books and magazines as well as viewing films that feature their own racial or cultural group, whereas Whites are less likely to be interested in these culturally-based types of entertainment. As Gramann and Allison point out, such racially and ethnic based choices of leisure may occur because they are "expressions of culture" or they may be an indication of "selective acculturation". Then too, these culturally-based forms of leisure could be examples of "ethnic boundary maintenance," where individuals individuals chose to engage in certain activities to highlight their ethnic differences, such as when Native Americans have pow-wows around the country to celebrate their tribal Identities.

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Outdoor Advertising

Outdoor advertising is used to promote or advertise products and services using billboards, storefront signs, banners, wraps, decals, and other forms of signage. Vehicle wraps is a good example of how outdoor advertising works. It is a very effective and inexpensive tool for small companies who are looking to advertise their business in a specific area and within a limited budget. Without signs, it would be hard for customers to find a business or get information regarding products and services.

Outdoor signs are probably the first thing customers see and established an impression about the nature of a business. To leave a good impression on your visitors, you have to display your products, services, pricing etc. in a very attractive and creative way. Information should be displayed in a very simple and conspicuous way so that customers can quickly understand what your business is all about.

It is absolutely imperative for a business, whether small or large, to install signs as a source to build brand identity and authority. To make things simple, you can just visit your city and see what kind of sign boards grab your attention. It will give you a fair chance to develop an understanding of what type of signage would work for your business.

If you are running a business which involves a fleet of vehicles facilitating delivery of products and services, your company’s name, products, services, logo, contact information etc. should be clearly visible on your vehicles. A billboard might cost a handful of money. However, vehicles can be used as cheap mobile billboards.

Billboards are usually used to address a large audience. It is probably hard for small businesses to afford billboards as a source of outdoor advertising. However, a billboard, if designed properly, can be very useful in promoting campaigns, offers, or anything desired.

Banners is another tool to boost up outdoor advertising campaigns. It can be used as both indoor and outdoor signs. You can decide the size and content of banners depending on your requirements. A complete range of outdoor signs can be obtained from signage companies. It is not feasible to make a banner or billboard at home for it requires printing equipment and skills. Therefore, it is advisable to visit a reputable signage company to get perfectly designed outdoor advertising signs.

Despite the unprecedented advancement in technology, these simple outdoor advertising tools to promote products and services remain relevant and effective. So do not miss out the opportunity to promote your business with limited sources.