The paper discusses the traditional media vehicles, and their shortfalls. The impact the internet has had on the traditional media vehicles is discussed in detail. How advertising has changed over the last decade due to the internet is also analyzed and presented in the paper. The effects that have led to more people embracing the internet for information are also discussed.
¶ … Internet on Traditional Media Vehicles
Discuss impact internet traditional media vehicles - for advertising class (graduate level) - academic
Traditional media refers to the radio, newspapers, magazines and television. These were the means used to transmit and broadcast information before the internet. Traditional vehicles were not as effective as the internet, as one would have to wait for a specific time for them to get to read, hear, or see the news. Because of this restrictive time schedules people could not get information as fast as they would have preferred Barry & Fulmer, 2004.
Newspapers were released once daily, and if that were the only way for someone to access information they had to wait for over 24 hours before they can read the newspapers. Radio news was much better as the delay was only hourly.
Traditional media vehicles could not reach as many people as fast as the internet. Traditional media vehicles are restrictive in the way they share information. Radio only allows for audio, and it makes it hard for one to relate to what is been said or advertised. Television combines both audio and visual, and this give more impact to its audience. Its restriction is that the costs for advertising are high, and there is more disruption to viewers. Newspapers are the oldest means media they have a loyal readership. The drawback to newspaper advertising is that there is a reduced number of people who read newspapers nowadays, and this reduces the reach of the newspapers.
The internet changed all this as it enabled people to access information whenever they wanted and this made information delivery much faster Froehling, 1997.
Breaking news is nowadays spread very fast, and all that is needed is a single article posted on a website and millions of people will have access to this information from any where in the world. The internet changed the way people access information and the speed with which information is disseminated. The internet does not replace the traditional media vehicles it just compliments them.
Information sharing
Using the internet, media houses are better placed to disseminate information to a wider range of people, and the information can be disseminated as soon as it takes place. Compared to traditional media vehicles like newspapers and magazines, the internet has enabled for information to be shared by someone to their friends and relatives and they can do this using the social media platforms. Citizen journalism has also come about, and people are now able to broadcast their own stories using the various platforms available on the internet Bucklin et al., 2002.
This has allowed for faster information dissemination and created a new crop of journalism that allows citizens to tell the stories as they see them.
Many media houses have setup platforms that allow citizens to upload videos, documentaries, or stories that affect them but are not been aired by the media houses. This has allowed for information that would not have been previously broadcast to be shared. The stories have proved to have more effect than the ones done by a professional journalist. The reason for them having this much effect is that people like to see or read the raw information Howard, 2005.
If the information is delivered by someone they consider being their own it has that much impact.
Advertising
With the internet adverts have also changed nowadays. The adverts are now more visual, and they target specific people depending on their interests. Unlike traditional media vehicles, which would run adverts depending on the show been broadcast and at time the adverts would not be relevant to the people watching. This made the adverts less effective, and the reach was reduced Iyer, Soberman, & Villas-Boas, 2005.
Advertisers can now use the various demographic data they acquire from the internet platforms to ensure that their adverts reach the people they would like to target. This kind of targeted advertising is more effective, and statics have shown that it reaches the targeted people.
Allowing people to access the information they want and when they want it has also made the advertisers work much easier. This is because people use RSS feeds to get the information that interests them and advertisers are gathering this information, and ensuring that whenever a person logs on to a website they see adverts that are related to the articles they are reading and this makes the advert more effective Stewart & Zhao, 2000.
Traditionally this would not have been possible as advertisers only had to target certain times for them to run their adverts. They operated in the dark as they were not sure if the adverts were been seen, and they could not tell for sure how many people are reached by this adverts.
The budgets for advertising online are extremely low, and this has encouraged more people to prefer advertising online other than on the traditional media.
Audience change
There has been a tremendous change in the number of people who are watching live TV. Especially with the younger adults less of them are watching live television nowadays. It just means that they are watching the programs from other platforms and not TV. The internet is one of the main platforms that they use to watch this programs and media house need to recognize this fact and work towards embracing the internet fully Ratchford, Lee, & Talukdar, 2003.
They should not do away with the TV programming they should just combine the internet with the current TV programming.
You’re 81% through this paper. Sign up to read the full paper.
Sign Up Now — Instant Access Already a member? Log inAlways verify citation format against your institution’s current style guide requirements.