A CHANGING OF THE GUARD?

E-commerce has opened up new avenues for both sellers and buyers. World markets have emerged, and as a result when we engage in our own personal purchasing or selling, we often subconsciously ask ourselves if print media is indeed a viable option . Such is the power and adoption now of the internet. We have already discussed how advertising in general has seen changes due to the move to online media. Realty is another industry that has also seen a shift toward online advertising. After a joint survey with Classified Intelligence, Realty times explained that “the lion’s share of advertising will follow the audience, and the audience is online." (http://www.futureofrealestatemarketing.com/times-running-out-for-print-advertising/) Although there are clearly shifts, strong arguments exist to propose that both online and print media can coexist.
Despite declining advertising revenue for newspapers, a recent five panelist debate on the topic in Manhattan declared that "print is evolving, morphing beyond the printed page. If you create content that is interesting...People are going to come." (http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=34520)
The challenge for print media lies in proving value to readers; whilst competing against the breadth of more immersing multimedia tools available to online media. Print media often combats the 'threat' via linking with online sites to provide cross promotion. Additionally, technology allows advertisers to provide more 'involving' methods to get their message across. Mini Cooper used mini cut out car inserts in magazines to advertise their product (http://spluch.blogspot.com/2007/03/mini-mini-cooper.html). Cologne companies can insert samples of their product to entice trial and 3D advertisements have also been featured. As technology progresses, both online and print media are exposed to a rich array of options. Advertising is always going to be a big 'driver' of the feasibility of different medians but content remains 'king' and as long as readers can be stimulated and satisfied I'm sure both medians can continue to co-exist.