More and more people are getting their news from the internet and social media. I used to be under the impression that physical newspapers were going to die completely, but I am not so sure anymore. According to the textbook: "However, in spite of these threats, newspapers remain an important source for news and advertising information and the dominant source for local news and information."
The piece of the quote that I am trying to target is about local news. I do not truly know why local news has remained succesful on a physical format, but I have a suspicion or two. One of the things that people like about national news outlets like Huffington Post, New York Times and Buzzfeed do well on the internet is because a lot of their content is free for viewing online. I am not sure if there are any local papers that have free content available for viewing. I know that one of my local papers, Newsday, requires a login if you want to view their content online. I am curious if local papers will lose out financially if their articles are free and one doesn't need a subscription. Also, I think maybe local news has done well on physical media because local news a lot that national news doesn't. Newspapers about your local community or hometown have a certain charm to it that is hard to describe. At the end of the day, we should all support our local newspaper. There is nothing else like it.
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In the textbook, it talks about how there is no single media that is the most effective: "Effective at doing what? Different media have different strengths" (Warner). It is important to choose your medias wisely. Some medias work better than others for certain purposes. Even music, which is its own media, can be advertised well with visual medias.
I mean, if I was selling music, I would probably get more buyers from advertising this music as a YouTube ad and a radio commercial. At the same time, music can have visual elements: when you go to a music store or record store, some album covers might grab your attention than others. I am sure plenty of people who bought Sgt. Pepper's Lonely Heart Club Band bought it because the album cover got their attention. Other artists have used physical means to advertise themselves and their works. Lady Gaga is known not only as a musician, but also as a perfomer. She has worn dressed made out of raw meat, and arrived at an award show inside a giant egg. Also, music videos gave music a new way to visually present itself. Before the concept of a music video was solidified, there were TV shows were bands and artists would perform their songs, such as the Ed Sullivan Show. The Beatles can take some credit for music videos: in addition to making a bunch of wonderful films that include scenes of singing their songs, they also taped music promos to send out to shows like Ed Sullivan so that they can satisfy the demand and not make themselves so crazy. MTV actually honored The Beatles and Richard Lester (director of Beatles films A Hard Days Night and Help) for their part in the creation of music video. So, your music can be really good, but you will definitely need some sort of awesome visual media to help the music really take off. Warner, Charles. Media Selling: Television, Print, Internet, Radio (Kindle Location 9304). Wiley. Kindle Edition. Not only has technology advanced, but it has become so much more accessible.
Today, I was walking with a friend and we were talking about the advancement of smart phones. Everyone today has a smart phone, but back in 2008 they were still kind of expensive. My dad first got the iPhone 3G around that time, and it was the coolest thing ever. My mom, my sisters and I all still had flip phones, so this new phone my dad got was really cool. I remember one time we went on vacation one of our flights back home was cancelled, so my dad had to buy new airplane tickets from his iPhone. It was so crazy back then. It was the first time I ever saw something like that. Nowadays, anyone can buy airline tickets from their smartphone. The media selling textbook points out that in 2008, 75% of adults were using the internet. When I first read that, I was a bit surprised. I thought it would be a little less. I mean, at that point most people had computers, but everything has changed with the introduction of smart phones. I have a feeling that young kids today are learning how to use the internet from smart phones instead of computers. I am also amazed that adults who didn't grow up with this technology have been abale to adapt and learn it so well. My 89 year old Grandmother recently got a computer and an iPhone. She is getting there. It continues to amaze me how easy technology is to use. |
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This is Benjamin Schoenfeld's blog. Most of these posts are for his Advertising Sales class. Happy reading! Archives
May 2018
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