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New Media Wave Crashing In On Traditional Outlets |
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It has been almost twenty years since the Internet burst onto the scene
and changed the way Americans communicate. However, access to this
universal forum was only the first step in what was to become a large
tangle of products and ideas making information faster, more accurate
and more compact. These new innovations fall under what many refer to
as new media.
The phrase new media is somewhat of a buzzword in many circles and
merely a synonym for digital media in others. Its definition is quite
vague, but its impact is quite distinct. In general, new media is seen
as a tool allowing information to be delivered simultaneously to an
almost infinite number of people yet also allows all those involved to
have equal control over the content.
What is now known as Web 2.0 is one of the most important parts to the
new media landslide. This refers to the second version of the Internet
involving user-generated and social networking channels such as
Wikipedia and MySpace. These channels focus on social interaction and
rapid information delivery as well as give all users a share in the
creation of the content. Virtual Worlds such as RuneScape and blogs are
also attached to this Web 2.0 phenomenon. Each of these creations gives
the users the ability to control the content.
Another part of the new media revolution is the addition of TiVo, DVRs
and other aspects of interactive television. Electronic kiosks and
evolving mobile phones (BlackBerries, IPHONES )
also come into the new media game by allowing multiple consumers to
connect, share and create information immediately. Podcasting and
Internet video such as YouTube also get their foot in the new media
door by bringing traditional media of radio and television to the
Internet, thus increasing user accessibility.
The emergence of new media has radically changed the way information is
gathered. When describing the new media revolution, global media
executive Rupert Murdoch put it best:
"What is happening is, in short, a revolution in the way young people
are accessing news. They don't want to rely on the morning paper for
their up-to-date information. They don't want to rely on a God-like
figure from above to tell them what's important. And to carry the
religion analogy a bit further, they certainly don't want news
presented as gospel. Instead, they want their news on demand, when it
works for them. They want control over their media, instead of being
controlled by it."
Murdoch here focused on the newspaper industry, and rightly so, as
newspapers are not able to keep up with the fast-paced new media. One
commentator even estimated that the last printed newspaper would be in
April of 2040.
Blogging is one creation that has most affected the newspaper business.
Bloggers offer national news with the ability to use commentary, a
facet not shared by newspapers. Billions of readers can immediately
post blog comments and discuss points made by others.
Advertising agencies are also affected by the new media buzz.
Interactive advertising is becoming the trend that must be followed,
and the Internet is the milieu. Advertisers are using less television
advertising and print media due to lagging revenue. DVRs now allow
users to fast forward through commercials. Many even forgo TV
altogether and watching their favorite shows online. This has forced ad
agencies to use product placement within shows or simply forget it all
together.
Traditional media has a hard time keeping up with new media and its
lack of limitations. There is little restriction on content or
ownership and geography is not a limitation. New media can reach anyone
from anyplace. Those agencies adapting to the new media wave will be
best suited for the future of advertising.
Although it may seem new media is something to be feared by tradition
media venues, this is not so. New media is instead something to
embrace. Many media outlets have already started to ride the new media
wave. It is these media venues that will enjoy success, while pleasing
users by giving them exactly what they want - a new media voice.
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