“Nothing will motivate a blogger to link to a particular blog or article, more than content that supports her or his opinion.” – Murphy’s Law’s Law (first in an occasional series)
I, among many others, believe that the changing media landscape will be less revolutionary – certainly in the short-term – than the digerati would have you believe.
There will of course be change, traditional publishers will have to address the growing online audience but newsagents won’t have to find an alternative for those news stands anytime soon.
In support of that view, Andrew Smith quotes a feature from UK trade magazine FullRun which finds that print continues to be the primary medium…
“These days, it’s becoming fashionable for tech PR agencies to quietly criticize clients who display a continuing preference for print-based coverage. But if Thurman and Duncan are correct, it’s hard to criticize
anyone who thinks that print still plays a major role in influencing buyers and significant others.”
This issue is covered in today’s episode of the ever-excellent For Immediate Release. Guest contributor Sallie Goetsch references a survey from Deloitte: The State of the Media Democracy which finds that:
“72 percent enjoy reading magazines over finding the same information online”
And in case you think we’re just talking about “old” people, 71% of the young ‘uns agreed….
John Collins points to a related item , Jack Trout has some advice for traditional publishers in Forbes.
“In my estimation, newspapers like The New York Times and The Washington Post have to pursue a similar “read only at” strategy. They have to work hard at aggressively branding their writers such as The Times‘ Tom Friedman, Maureen Dowd or Paul Krugman. The more powerful these brands become, the more I’ll have to buy the paper or pay to read them on the Internet. Also, the more I’ll be willing to pay for the paper. The sports world understands this. If Tiger Woods isn’t in the tournament, television ratings take a big hit. Why do you think that Los Angeles soccer team paid so much to get Beckham to kick a ball around?”
So there you go. It appears there’s life in the old dog yet.
But then I would say that wouldn’t I?