Print-to-digital conversion
Posted by Manuela Barreto @ October 20th, 2009 in Other Marketing
One of the hottest topics recently is the shift of media consumption from offline to online. Many publications have shut-down, others have gone online-only in an attempt to adapt to users’ needs.
Truth is e-readers, iPhones, smartphones, the Kindle and other portable screens are changing and revolutionizing consumer reading habits, and the more new, fancy models continue to be introduced in the market, the more they will draw readers into the e-paper enviroment.
Although newspapers and magazines have been around for hundreds of years, and despite the fact that some people keep buying and reading them because of conviction and loyalty to a particular publication– today they are losing ground to a generation of consumers embracing digital and mobile alternatives.
According to a study by TargetCast tcm, gender and age differs in type of media and way media is being consumed. Some key findings said that to men, printed news is a less relevant source of news and information. Also, men and young adults 18-34 showed the biggest usage decline in newspapers, magazines and radio, while TV and radio ranked as the most important media.
To sum up, men are more willing to adapt their usage habits and shift to online platforms as replacements for traditional media. On the other hand, women are more likely to keep using traditional media and think twice about adopting newer media.
Some significant aspects that mark the main difference between the two types of media is that one opens way for more precise and more effective targeting, as well as, the option for performance measurement and analytics. Print publications, in order to survive, need to come up with alternative models of accountability and measurement together with faster delivery of news.
While many are still using traditional media or new media as much as they have in the past, it is important to understand the difference between men and women’s approach to media consumption in order for the industry to evolve accordingly in a way that is impactful and engaging to consumers.
Read more about the findings by TargetCast here.
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i am often bumping about the internet almost all of the day as a result I choose...