New forms of media not displacing traditional ones, say experts

November 2nd, 2008 - 3:53 pm ICT by ANI  

Washington, Nov 2 (ANI): Experts have said that reports of todays newer and high-tech forms of media overshadowing traditional media have been unnecessarily exaggerated.

A new study led by Iowa State University researchers have found large gains in the use of new media like the Internet and e-mail, but also a slight increase in the use of traditional media newspapers, magazines, radio and television.

They team found that the overall consumption of advertiser-supported mass media increased over the four-year period, although the magnitude of that change tended to be small.

In addition, increased use of new media occurred at a more rapid pace than decreases in the use of traditional media.

However, traditional media maintained or increased usage during key revenue-making day parts, such as morning drive for broadcast radio and prime time for television.

The research discovered that newspapers showed significant readership increases in four dayparts (6-10 a.m., 10 a.m.-noon, 7:30-11 p.m. and 11 p.m.-1 a.m.), while the other three (noon-4:30 p.m., 4:30-7:30 p.m. and 1-6 a.m.) didn”t significantly change.

He said that the study has shown that new media aren”t displacing old.

“The contribution of this particular paper is that it shows these traditional media haven”t dropped and ad agencies are starting to pick up on that,” Newell said.

“Ad agencies are beginning to see that changes in media use arent as simple as dropping old habits such as reading the newspaper and starting new ones,” he added.

The authors said that media buyers who forsake traditional media such as television, radio, newspapers and magazines risk losing a substantial portion of potential communication with key audiences, since their data did not indicate losses in consumer usage of incumbent media in their traditional high-use time periods.

The study will be published in International Journal on Media Management. (ANI)

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