Newspaper's Last Rite and the Impact on Marketing
Do you buy newspapers and magazines? Do you pay to have your newspapers home delivered? Are you ready to take that money back and spend it on digital content?
I have asked these questions on Twitter and Facebook throughout the week, and have received a wide array of responses.
Some people spend $10-15 per month on printed media, some spend $50. Most, arguably, buy no printed media due to the availability of content via the Internet and mobile devices.
As a public relations professional, I find something eerily joyous about sitting down to my two-inch thick pile of Saturday papers and poring over the weekend’s musing of Australia’s printed greats. I can’t imagine the experience being replicated on the iPad, for example.
For years, the newspaper connected people to the world, but with digital media busting at the seams, I think we can read the industry its last rites.
The newspaper is important tool in the history of the baby-boomer and Gen-Xers, but it is increasingly irrelevant to Gen-Yyers, who drive the digital content revolution.
It is, for sure, an end of an era. It's a matter of time before devices like the iPad and smartphones replace hard copies at the breakfast table on Sunday mornings. Never again will you be left waiting for content because these tools will deliver it to you when you want it and how you want it.
So, what does this mean for your marketing:
Adjust the Way Your Business Communicates
No longer do you need to splatter your business news through the media to everyone and anyone to have it heard by your target audience. Now, you have the opportunity to tailor your communications to specialized markets through the wide array of media sources that aggregate your target markets as their website and blog audiences.
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