impact of digital platform on print media

7/27/2019 Impact of Digital Platform on Print Media

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Impact of DigitalPlatform on Print


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Print media is one of the oldest and basicforms of mass communication. It includesnewspapers, weeklies, magazines, monthlies

and other forms of printed journals.

Digital media is a form of electronic

media where data are stored in digital(asopposed to analog) form and gives informationto user on a screen.

Definitions


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Global Scenario

Globally the print media is witnessing decline

in its subscription and advertising because of

consumers shifting to new media platforms

like mobile and apps.

USA

26%

Brazil

15%

Germany

16%

Russia

13%

France

17%

India

13%

Percentange of people to ever visit a

paper site


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Indian Scenario

In contrast with global trends, Indian print industry israpidly growing with steady increase in bothadvertising and circulation revenues. Althoughinternet broadband penetration has been increasing at

an enormous pace, yet current penetration is too lowto pose a significant threat to industry.

0

50

100

150

200

250

300

350

400

2007 2008 2009 2010 2011 2012 2013p 2014p 2015p 2016p 2017p

Indutry Size

Total magaz ine revenue

Total newspaper revenue


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Advantages of Digital over Print

Ubiquity

Speed

Permanence

Searchability

Ability to update

Ability to remix

Targeting

Interaction Marketing via links

Data feedback

Digital reduces the incremental cost of production anddistribution of content to zero


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Advantages of Print over Media

Print is physical, and has potency.

The longevity of written media is much more than the electronicones.

Print media is durable, whereas a small virus or a bug in the softwarecan erase the most important data needed from a computer.

With electronic media, anyone can copy any piece of informationand present it as his own; plagiarism is at its peak these days. There

is no means to determine which of the two websites have authenticdata. Rumors and lies circulate all over the Internet and hence thelegitimacy of the information becomes questionable. Theinformation provided by a newspaper is usually more authentic andgenuine.

Regional newspapers are growing in india, not just because of the


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Impact of Social Media on Print

The list of social media tools could probably run on for paragraphs, and

todays technology changes so rapidly that many industries including news media,

can barely keep up.

In the traditional world, newspapers, corporations, governments, or other types of

leading organizations simply had to give out information, and people would consume

it by reading or looking at it. Todays audiences expect to be able to choose what theyread, they should be able to contribute content and opinions, too.

This era is the birth of a democratic movement that emphasizes some of journalisms

key factors: transparency, honesty, and giving a voice to the person who doesnt have

one.

Newspapers currently face a crisis on how to make the news profitable in the digital

age. Public confidence in news organizations has reduced drastically in the last decade-

and therefore prefer the social media to gather news where they can be a part of

public forums, groups of their interest and surf the net for global news.

Social Media having an unbeatable advantage of letting people voice their opinion

have discussions as compared to traditional media has had a major impact on the

traditional media which facilitates only one way communication.


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Cost of Digital Ads v/s Print Ads

Print ads are more expensive whencompared to Digital ads.

The demand for Print ads is slowly

declining with increasing inflation. The high penetration of internet has

increased usage of digital ads.

The effectiveness of both mediums varyfrom product to product.

Selection between the two entirelydepends on the marketer.


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Writing Styles

Digital-content is consumed across multiple platforms

Writers are conscious about attention spans

While a print journalist may take pride over an

elaborate article that spans over pages; in digital,brevity is the name of the game

Some of the crafty expressions that would be a pleasureto read in print might not gel well with the digital

consumer Use of complicated phrases is also bad for content

discovery, as the average user searches using termsfrom spoken English


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Feedback

The Internet is a ruthless medium and writers are usually not good athandling criticism.

But due to the two-way nature of interaction on the web, onlinereporters are far more used to feedback, as compared to their print

peers.

Most online-writers begin as bloggers, so they have an appetite formaking as well as digesting nasty comments. But amidst all thiscommenting-noise there is also space for healthy, constructivecriticism.

Web writers are accustomed to regular reality checks from users incase of errors or potentially polarising points of view.

Due to this continuous stream of author-user interaction, web-writers are far more detached from their copy, flexible in style andless emotionally invested in their story.


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Convergence

Traditional media still has the advantage of infrastructure

Digital has the power of speed and multimedia presentation

Unlike print, thinking purely in terms of text doesn't workhere

So whether it is using a video from a TV bulletin or aslideshow of images, they all make for engaging tools tohook the reader, and provide a complete audio-visualexperience

The packaging and aesthetics of the content are of supreme

importance and digital journalists think of this aspect veryseriously, while planning and publishing their story


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What does the future look like?

Given the dynamic mature of the medium, and real-time access toanalytics, content writers have to keep an eye on the performance oftheir story, and make tweaks based on traffic rankings and searchresults.

These digital media reporters have earned their stripes in the age of

social-media, where headlines are driven by trending hash-tags.And the speed, at which you publish your story, is almost asimportant as the story itself.

So while the Internet still reports the same facts as traditionalmedia, the ones writing for the web care a lot more for userengagement than self-satisfying literary indulgence.

The digital journalist is a lot more in tune with what's on people'sminds, and is perhaps more of an opinion moderator/aggregatorrather than an opinion generator. News has become totallydemocratic and the digital medium is where journalists are trulytalking to the people and not 'at them'.


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The End

Made By:

Abhishek Jain

Apoorva Mehandiratta Arjun Goel

Harshi Agarwal

Juhi Dewani Shreya Dutta

impact of digital platform on print media

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