Welcome to WebProNews Breaking eBusiness and Search News
Advertise | Newsletter | Sitemap | News Feeds News Feed 
 WebProNews Search Part of the iEntry network iEntry inc. 

Mainstream Media Knows More Than You Think

Neville Hobson
Expert Author
Published: 2005-05-31

WebProNews RSS Feed

BBC News: Newspapers are far from dead, despite the challenge from online news and blogs, media executives have been told.

[...] The challenge now for established newspaper groups is not just to respond to changes in the consumption of electronic media, but to start profiting from the new ways that audiences access their media.

I've deliberately truncated the full BBC story, reporting on the annual meeting of the World Association of Newspapers, as I want to highlight a point - that new-media channels like blogs are not a dire threat to established mainstream media if mainstream media embraces these new channels, and not resist them.

It's become literally self-evident that blogs in particular are here to stay and those members of the mainstream media - whether print or broadcast - who embrace them will find that they will help open up new channels to build relationships with readers, viewers and listeners in new and different ways.

They are evolutionary and will help mainstream media make the jump through hyperspace (I think that's an apt Star Wars metaphor) to reach a new plateau of loyalty-creation with those readers, viewers and listeners.

It's still embryonic and some of the statistics about newspaper circulation growth quoted in the BBC story (see below) could maintain some of the complacency and denial exhibited by some media when it comes to the subject of blogs - read this story in USA Today, for instance, for such an example. Actually, best to see it as absolute cluelessness by the journalist and his editor, as Don Giannatti so beautifully points out.

Anyway, the BBC report shows the sign of the current mainstream media times.

On the one hand, things aren't looking too bad:

  • global newspaper sales hit a new daily high of 395 million in 2004

  • the five largest markets are China, with 93.5 million copies sold
    daily; India (78.8 million); Japan (70.4 million); the United States
    (48.3 million); and Germany (22.1 million)

  • the audience for newspaper websites grew 32% last year, and 350% over five years from a very low base

  • 2004 saw the best advertising performance in four years, with a revenue increase of 5.3%

  • And on the other hand:

    "Newspapers are clearly undergoing a renaissance through new products, new formats, new titles, new editorial approaches, better distribution and better marketing," [Timothy Balding, WAN director-general] said. "Despite the incredible competitive challenges in the advertising market, newspapers have more than held their own and their revenues are strongly on the increase again."

    But he warned that although newspapers' online revenues were on the increase, this did not mean the internet posed no threat to the industry.

    Speakers [at the WAN meeting] cautioned against complacency, predicting that free papers, online news sites, and the spread of blogs and other non-mainstream news sources would put growing pressure on the readership of traditional newspapers.

    I think the point's clear. And I also think more journalists and editors  'get it' about blogs than many bloggers think. Take a look at editorsweblog.org to see what I mean.

    Reader Comments...

    Receive Our Daily Email of Breaking eBusiness News

    About the Author:
    Neville Hobson is the author of the popular NevilleHobson.com blog which focuses on business communication and technology.

    Neville is currentlly an independent communication practitioner helping companies build dynamic relationships with customers, employees, shareholders and other key audiences and influencers. Visit Neville Hobson's blog: NevilleHobson.com.

    WebProNews RSS Feed

    More Articles

    Contact WebProNews



    Targeted Information for Business
    WebProNews is part of the iEntry network

    Internet Business: Marketing: Small Business:
    WebProNews MarketingNewz SmallBusinessNewz
    WebProWorld AdvertisingDay PromoteNews
    EcommNewz SalesNewz EntrepreneurNewz

    Software: Search Engines: Web Design:
    WebMasterFree Jayde B2B DesignNewz
    NetworkingFiles SearchZA FlashNewz
    SecurityConfig SearchNewz WebSiteNotes

    Developer: IT Management: Security:
    DevWebPro ITManagement SecurityProNews
    DevNewz SysAdminNews SecurityConfig
    TheDevWeb NetworkingFiles NetworkNewz

    The iEntry Network consists of over 100 web publications reaching millions of Internet Professionals. Contact us to advertise.

     Advertise | Contact Us | Corporate | Newsletter | Sitemap | Submit an Article | News Feeds
     WebProNews is an iEntry, Inc. ® publication - $line) { echo $line ; } ?> All Rights Reserved
    About WebProNews
    WebProNews is the number one source for eBusiness News. Over 5 million eBusiness professionals read WebProNews and other iEntry business and tech publications.

    WebProNews provides real-time coverage of internet business.

    Free Email Newsletters:
    WebProNews SearchNewz
    WebProWorld DevWebPro
    Marketing SecurityNews
    Plus over 100 other newsletters!

    Send me relevant info on products and services.

    Ten most recent posts.

    Featured Software

    WebProNews in the News
    View all recent mentions of WebProNews from around the world!

    Recent Articles On ...
    Google eBusiness
    Yahoo Ask Jeeves
    MSN Blogs
    Search Engines Blogging
    Affiliate Programs Marketing
    eCommerce Advertising
    eBay Sun Microsystems
    AOL Adsense
    Microsoft Adwords
    Oracle IBM
    Amazon Apple
    SEM Mac
    SEO iPod
    Adsense XBox
    PR Adobe

    iEntry.com WebProWorld RSS Feed WebProWorld Contact WebProNews Print Version Email a friend Bookmark us