Idea Hall Blog The Emerging Dominance of Online Media Outlets
02/16/10Research firm Gartner predicts that by 2013, more people will access the web via mobile and smart phones than through any other device. The impact of this on the news media has reshaped the entire industry and redefined media strategies.
Traditional media has undergone vast change over the last decade. While Baby Boomers continue to be the main source of print subscription revenue, their impact is lessened by the surge of internet-savvy Gen X and Gen Y consumers. This demographic gets their news online, and the proliferation of mobile and smart phones is driving the rapid growth of online news web sites.
The result is a new media landscape. Several prominent news outlets are now only available online, including the Seattle Post-Intelligencer and Portfolio. Esquire has launched a digital edition while CNN has developed an iPhone app to target increasingly mobile consumers who demand news content 24/7.
What is the impact of this shift? Companies seeking to increase their brand awareness through the news media need to recognize the benefits of an online strategy. Online media coverage has staying power, as news stories typically remain on a Web site for more than a month and can be easily accessed with a simple Google search.
Don’t underestimate the power and reach of online media. Instead, use it to your advantage.
