Why advertising should be less dependent on traditional media

The current debate on the future and development of traditional media can be said to be "clamor". In the face of the status quo, on the one hand, the pessimistic voice of lamentation, more "newspaper demise theory" clamor; on the other hand, optimistic song of self-confidence, intermixed with the sad cry of the defenders; at the same time, the "all-media", "all-media", "all-media", "all-media", "all-media", "all-media", "all-media", "all-media", "all-media" and so on. "All-media", "digital", "transformation" and so on, such as the dazzling flower cavity from the sky, leading to all the media and media people dizzy. This is not without rational thinking based on the objective reality, but there is no lack of paper in the general theory, confined to the vision of the limitations of the one-sided rhetoric, as well as out of their own interests of the strong words. The first thing you need to do is to find the best way to get the most out of your time and money, and you'll be able to do it in a way that's easy for you.

Objectively speaking, on the future of the media and the development of any kind of point of view may have their own reasoning, and to expect their own point of view to make everyone happy and convinced is also unrealistic. Based on this understanding, I would like to express my personal views on the future of traditional media.

Decline is inevitable

Many people, especially those in the industry, have been unimpressed by, and even very resistant and resentful of, the various arguments against traditional media. This mood is understandable, but unfortunately: for the global media industry, the decline is not only an inevitable trend, but has become an undeniable reality, there is a lot of data and examples can testify.

Why is the decline of traditional media inevitable? There have been plenty of arguments and proofs in this regard. In addition to factors such as the trend of globalization, the global financial crisis, and the life cycle of media, the following are a few of the most direct and easy-to-understand reasons:

Firstly, more and more powerful players are emerging in the advertising market, and the market share of traditional media is shrinking drastically.

Advertising has always been the most important source of revenue that traditional media rely on for their survival, whether it is newspapers and magazines, or radio and television. But the total advertising market and a country's economic development is closely related to the state, will remain in a relatively stable scale, can not be unrestricted growth; and nearly two decades, the advertising market players are increasing, especially with the Internet as the core of the rapid development of new media, the traditional media in the advertising market to occupy the dominant position and even monopoly has ceased to exist. First, there are a variety of outdoor and indoor public **** occasions display terminals, as well as buses, subways, civil aviation and other public **** transportation display terminals, followed by the Internet and the mobile Internet in full swing, these new media come ferociously, and has many advantages that traditional media can not be compared, so as to be able to seize the advertising market in a big way. In the U.S., online advertising revenue exceeded newspaper advertising revenue in 2010, and in the first half of 2012, Google's advertising revenue exceeded the sum of U.S. paper media advertising revenue. According to Power Communications' forecast, global online advertising revenues will surpass newspaper advertising revenues in 2013 and all paper media advertising revenues in 2015. Under the pressure of many strong competitors, the traditional media get a smaller and smaller "cake". According to the Newspaper Association of America statistics, the U.S. newspaper advertising revenue plummeted from 49.275 billion U.S. dollars in 2006 to 23.941 billion U.S. dollars in 2011 (including newspaper website advertising revenue), a decline of 52% in six years.

In an environment where there are too many wolves and not enough meat, the law of the jungle is universal. The shrinking share of traditional media in the advertising market means that the survival of traditional media has been devastated, so the decline has become inevitable.

Secondly, with the emergence of various communication platforms and media forms, the audience's access to information is increasing rapidly, and their reliance on institutional media is declining.

Supply and demand determine the price and quantity of goods and services. In the traditional news and information market, the supply of news and information has a high professional threshold and market threshold, the traditional media occupy a dominant or even monopoly position, the audience does not have many choices, so the traditional media, although there is internal competition, but due to the relatively high degree of dependence on the audience and loyalty, so generally speaking, the days of life is quite stable. With the development of information dissemination technology, a variety of new media platforms came into being, the main body of information dissemination, dissemination terminals are becoming more and more diversified, the audience to obtain news and information channels have more choices, and a variety of new media channels to provide information not only has a massive scale, and the vast majority of free of charge. Under such circumstances, more and more audiences will inevitably give up their reliance on traditional media and turn to various new media to obtain free information. Survey data from many countries show that the Internet has become the second largest source of news after television; for teenagers, the Internet is even the first source of news and information for them. As a matter of fact, not only traditional media, but also the new media - portals in the early years, are beginning to face the problem of audience loss, because with the prosperity of social media, more and more audiences share and obtain information through microblogging and other "self-media", which is very important to institutional media or professional media (such as the Internet), as well as the Internet. With the rise of social media, more and more audiences share and obtain information through "self-media" such as microblogging, and their reliance on institutional or specialized media (whether traditional or new) is gradually decreasing. In the past, people need to read newspapers, watch TV or listen to the radio every day to get the latest information, leaving the traditional media will fall into an information vacuum; but now, as long as there is a cell phone can be online, people can leave the traditional media and get any information.