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Archive for July, 2010

Throughout their waking hours many Australian’s are consuming media in one form or another.

The following graph from a Fairfax Digital illustrates this:

The ways news organisations are earning revenue are:

  • Advertising dollars from traditional media are increasing shifting online, to follow eyeballs.
  • As I discussed last week, news organisations are providing newspapers in an e-format available to paid subscribers.
  • Newspapers are providing news to web enabled mobiles phones in a easy to access format with advertising strategically placed. According to Roy Morgan Research, at July 16 2010 approximately ‘13% of Australians’ have used their phone to access the web in the prior four weeks. Part of this web browsing is sure to be on mobile news sites. This was up from 8% in 2008.
    I have the mobile optimised pages for The Age and ABC bookmarked on my phone. Each morning and regularly throughout the day I check for news updates. The Age does have advertising, but it is not annoying and doesn’t bother me.
  • Newspapers are charging for services which make life easier, such as offering advertising free e-editions of their papers.
  • Online content which is hidden behind a paywall, such as parts of Rupert Murdoch’s The Wall Street Journal and recently some content of The Times and The Sunday Times.
    As Kaye and Quinn point out, these publications are attracting subscribers because the information behind the pay wall is “targeted at specific, niche audiences.”

This is the future – marketers of news organisations need to target and be creative, in order to continue to earn revenue.

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Media Convergence

Beginning my media career now is so exciting. The media landscape has changed dramatically since I began my degree in 2008 – eg.  Twitter hadn’t exploded and was only known of by social media super nerds.

Although a journalism career previously appealed to me, the new environment which feeds the 24 hour news cycle and where “quality has been sacrificed for quantity” aided my decision to enter into PR instead.

Media convergence is the result of a changing media landscape, fueled by the creation of new technologies and users discovering more efficient and effective ways to use the technology.

Here is a video CBS created in 2009 about media convergence – what was happening then and what they predict for the future:

The next video was created by xplanevisualthinking as a snapshot of the changing media landscape in September 2009:

The final video was created by alexandalexandpaul2, and contains various viewpoints on what media convergence is:

Media convergence is impacting the news media.

As Quinn discusses in Convergent Journalism: The fundamentals of multi-media reporting, the way people interact with news is changing.

The morning routine of reading the newspaper whilst having breakfast and coffee is dying out.

The creation of e-readers, such as Amazon’s Kindle and Apple’s iPad appeal to enjoyers of this routine. E-readers may save the print media outlets that shift their news gathering skills and resources to publishing on e-readers.

As time goes on, I believe the older generations will adapt to this new technologies as marketers and creators find more ways to supplement old routines with new technology.

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