How The Print Industry Will Survive... and The Impact of Demassification

Like much of the communications industry, the print industry will survive through its adaptation of technology. The print industry was, in the past, driven by advertising revenues, as was many other aspects of the communications industry. Since the emergence of technology, such as the internet, the print industry must make adaptations to incorporate technology in order to survive in a world that has become so technologically dependant.

Printed materials such as magazines and books are now all accessible through digital technology. Therefore, the ways in which they have generated revenue in the past, through advertising, have changed tremendously. In the book world, for instance, the industry is adapting by making material available digitally, yet for a cost. The print industry is transitioning into the technology world, though not easily, by trying to find new ways in which it can generate income in a technology based world. The transition is not an easy one due to the easy access in which customers can find free information over the internet.

Demassification, the process of media narrowing focus to audience niches, seeks to fragment the audience. The impact of demassification on the industry is that it seekd to find new business models in which it can generate revenue. Demassification is one way in which the print industry can find different avenues by which to create new revenue.