In order for the archaic print industry to survive it will have to evolve and find a new way to get the information out to the readers. Whether this means stopping actual physical copies of the papers being printed and convert everything to online articles or trying to focus more on the older generation, who have difficulty with computers. I personally do not have much hope for the print industry if they do not take a more technologic and eco-friendly approach to their business.
Demassification was what saved the print industry from the attacks of the television industry in the 1950s, it is basically spending more money to get your ad in a place where you know people interested in buying your product will see it. Demassification evolved when the television industry first came into being and started taking advertisers from the magazines due to their cheaper CPM (cost per thousand). The cost to get your ad to one thousand people in magazines was $7.75 while the cost to get the same amount of people to see your product on television was one $3.60, less than half the price. Advertisers had to decide whether they wanted to pay less to get their ad out to more people, but, who might not have any interest in it, or pay more to get their product noticed by people guaranteed to have an interest. This was done, for example, by putting an ad for weight lifting equipment in a magazine that was about sports and focused on customers who would want to purchase this equipment. Demassification saved the print industry once before when it faced the new television industry, but will it be able to face the ultimate enemy which is the internet?
No comments:
Post a Comment