TRADE WINDS BLOWING...!?

In this digital age, it is inevitable that constant talk of print media becoming obsolete persists.
The Economist (http://www.economist.com/displaystory.cfm?story_id=7830218) puts forth the thought that newspapers have the most to lose from the public converting to online media. Readerships are down in every major, westernized country. According to the Newspaper Association of America, the number of people employed in the industry fell by 18% between 1990 and 2004.

Already it is evident that smaller independent websites and business subsidiaries are able to overcome the obstacle of a lack of size. The digital age has essentially broken down the traditional view that money and power revolves around the 'size of the four walls' that encompass a business's operations. For instance, newspapers are typically run by giant media conglomerates and advertising has been the standard fruit bearer in terms of income. Relatively new sites such as Craig's list (Craigslist.com) threaten a newspaper's profits via their use of a 'citizen controlled' platform. Anyone can post or search jobs, items for sale, housing and even entertainment based forums. Why would any right minded person advertise in a paper when they can do the same for free, and with more of a targeted and captive audience, through a website such as this? Their are winds of change blowing as gradually the web, literally, spreads into all facets of commerce.

Although it is clear that changes are occurring, it is debatable if they are revolutionary or indeed permeable. The same characteristics that make news attractive and consumable remain as much a part of print media as their digital brethren. Newsworthiness, timeliness, proximity, clarity etc can all be accomplished via both medians and there are clearly different readerships that remain. The elderly are entrenched in 'old habits' but will the new 'generation X' consumer; one who relies on impact for their attention and immediacy for consumption, result in an eradication of the print medium? There are so many other niche websites and companies clamoring for their attention but will that necessarily, or predictably, change the concept of advertising which contributes to a newspapers viability? We will look into the 'other side of the coin'...