Characteristics and advantages of traditional media

Several characteristics of the development of traditional media and new media

First of all, the emergence of new technologies is a major change to promote the development of the media industry.

Just as the industrial revolution began with the application of new inventions and technologies, the revolution of the media industry has also undergone major changes with the emergence and application of new technologies. Looking back briefly, we will find that the invention and appearance of papermaking, color printing technology, business turning point, radio, television, computer and internet have promoted the development of media and accelerated the pace of media revolution every time. Media has developed from flat black-and-white media to color stereoscopic heavy media, to the combination of sound media and audio-visual media, to multimedia, and to interactive network multimedia. With the emergence of every new media, it takes less and less time to be applied to readers or viewers and loved by the general audience. This trend can be seen from the wide application of radio, television and Internet, and it also contains a little bit, and its influence is getting wider and wider. With the adoption of new technology, the network can influence the whole world. Television is mainly in one country, and broadcasting is a local area, while books, newspapers and periodicals depend on the number of their own printing. This is a fundamental factor for the continuous development and progress of the media industry: the application of new technologies and new processes, and the comprehensive application time is shorter and the influence range is wider. But this is very different from the industrial revolution. What is that?

Second, the transformation of media always develops in the direction of diversification and enrichment.

We know that in the two industrial revolutions, the emergence of each industrial revolution always subverts the previous production, changes many production methods and eliminates many backward products. Let's give a more recent example. Pagers, also known as BBs, are now unknown to many people, and how popular they were in the 1990s. However, the biggest difference in the transformation of the media industry is that every time new media appears, it always enriches the content of the media industry, makes the forms of the media more diverse and more easily accepted by people, and expands the industrial chain and scale of the media industry, instead of directly replacing the previous media forms. We can see newspapers, magazines, radio, television, Internet, emerging streaming media and so on. All of them are developing in their own fields and are basically on the rise. Although the advertising share of traditional media may be reduced due to the emergence of new media, with the continuous expansion of the entire media industry, the total amount of absolute advertising occupied by traditional media is increasing every year, but the growth rate is slowing down. At the same time, we will also find a very interesting phenomenon, which is the third point to talk about.

Third, old and new media are always in competition.

In the course of media development, whenever new media appears, there will always be a consistent topic in various discussions: new media will replace the old media and the old media will withdraw from the historical stage. However, over the years, with the development of technology, there are more and more new media. Not only have we not seen the disappearance of traditional media, but we have seen more cooperation between new media and traditional media. They are a relationship of competition and cooperation. For example, the appearance of television once made the practitioners of print media feel unsafe, thinking that the combination of words and images would make the print media with pure words and pictures come to an end. Facts have proved that the development of TV, including satellite TV, only enriched people's lives and trained more readers who care about the media, thus promoting the growth of print media on the other hand and the emergence and rapid development of new paper media, such as radio and television newspapers and audio-visual newspapers all over the country at that time. The appearance of the Internet once again makes the traditional media cry for help, but the facts prove once again that the Internet media still need to rely on the print media to provide content. Network media sometimes becomes a means for print media to expand its influence and spread its effects. For example, after the online magazine Neuro in the United States reached 2.8 million subscribers, many online readers asked to read an offline magazine Neuro, so the paper version of Neuro appeared in April 2005, and the first issue sold 50,000 copies at once. Only when all kinds of online novels are published in different ways can we feel truly recognized by the society and get real benefits, which reflects this point. Therefore, the competitive situation of various media, rather than replacing each other, will continue at least for a short time. Another reason for this competitive situation is the fourth aspect to be discussed below.

Fourth, the emergence of new media presents the characteristics of more monopoly and concentration.

Why do you say that? You can use your head and search the names of various media you can remember. You may find that there are more print media than TV stations, more TV stations than websites, and more websites than LCD TV advertising media. The newer the media, the fewer and more concentrated it is, especially when it comes to high-tech applications. What does this mean? The newer the media, the higher the entry threshold, the more concentrated the public's attention and trust in the new media, and the more intense the competition of the new media itself, rather than the competition with the old media. How many websites appeared when the website first emerged, and now only a few are familiar with it. LCD TV advertising is a focus, and it is estimated that it will be difficult to have new competitors in the future. Therefore, in the old media with relatively low entry threshold, there will be more forces in all aspects, more intense competition and stronger overall vitality.

The above is just a superficial view on the development of the media industry. In fact, the most fundamental reason to promote the development of media is the demand of the audience, which is growing with the application of new technologies. Without this demand, no media can develop. This is another question, so I won't say much here.