The Print Media - What Are Companies Doing Online - Research Proposal Example

THE PRINT MEDIA-WHAT ARE COMPANIES DOING’ONLINE’? Student’s Name Course Professor’s Name University City (State) Date TABLE OF CONTENTS Abstract……………………………………………………………………………………….….3 Introduction………………………………………………………………………………………3 Research purpose………………………………………………………………………………...3 Research Methods……………………………………………………………………………….,3 Current trend in Publishing……………………………………………………………………….4 Advantages of social media as a tool for newspaper industry……………………………………4 The technologies that newspaper industry needs to adopt……………………………….………4 Combating Decline ………………………………………………………………………………5 The emerging trends………………………………………………………………………………5 The call for free news……………………………………………………………………..………5 Online profit……………………………………………………………………………...……….6 Participants in the news industries………………………………………………………..………6 The future of the newspaper industry……………………………………………………….……7 Findings ………………………………………………………………………………………….7 Conclusion………………………………………………………………………………………..8 Bibliography………………………………………………………………………………………9 Acknowledgement…………………………………………………………………………….…10 The Print Media-What are Companies Doing ‘Online’? Abstract This Research aims at studying the newspapers, and the print media industry and how it is adopting new technologies with the goal of remaining relevant. The study looked into what the technology newspaper based and innovative businesses used to satisfy its readers. The research methods used were by conducting interviews, secondary research and also by the use of questionnaires. Despite the current decline in profits, this study aims at showing that the newspaper industry is not being phased out by advancement in technology (Dennis and DeFleur, 2010). The newspapers were also utilizing the technology well by using websites and blogging sites and also the use of text messages to reach a wider audience (Dennis and DeFleur, 2010). The study shows that there is a bright future for the firms that are flexible and also innovative. Introduction Communication has existed for many years, and there exist various methods useful in relaying the information. Older methods included the blowing of a horn and using a messenger. However, due to changing technology newer ways has been developed. The new techniques include the use of mobile phones, computers, and the internet to reach the global village. Research Purpose The twenty-first century, the technology is changing at a very fast pace. Newer technologies have also made the earlier ones obsolete as they bring about efficiency and timely delivery (Murray and Aspinall, 2006). The past methods can only fight the fierce battle to survive. The online news is coming up daily and advancing leaving the print media in a tight corner. The adverse impacts to the newspapers have brought about the flexibility and adoption of newer methods of delivering the news (Murray and Aspinall 2006). More businesses are resulting to the use of computers and also conveying news through the online platform (Murray and Aspinall, 2006). The change that the companies are adopting aids in understanding why this is happens and also to keep an eye to what the future holds. This research will look into how the newspaper industry is adopting new measures and technologies to satisfy their clients. The industry players need to let go of the old methods that they have been using for a long duration of time. Research Methods The study looks into ways that the newspapers and the print media, in general, is changing with times to remain relevant and profitable. The methods that the researcher utilizes are conducting interviews, using questionnaires, survey and also by using the secondary research. These methods are essential to explain the results that are needed. Current Trends in Publishing The publishing firms are facing a rough time. Many of the firms are laying off their employees since the print readership faces a declining customer base (Greco, Rodriguez and Wharton, 2007). It is with this setback that many printing companies are making considerable changes in the way they go about their business. They are now giving their customers short stories with an aim to combat their declining consumer preference (Greco, Rodriguez and Wharton, 2007). They are also adding commentary and most of them turn to the social media to search for more customers. The social media is changing the way news is delivered in summaries of less than one hundred and forty characters (Greco, Rodriguez and Wharton, 2007). Today many newspaper companies face an uphill staff, and many are unsure of the best way forward to combat their challenges. The industries are relentlessly working to gain customers and keep journalism alive (Greco, Rodriguez and Wharton, 2007). Advantages of Social Media as a Tool for Newspaper Industry New technology such as social media increases the number of audience to the newspaper industry. Interaction through social media is helping to change the way people receive and also participate in the news industry as Gleason states. Twitter also allows the customers to follow the story and also participate by giving feedback as Farhi insists. This makes the audience be motivated and also to have a sense of appreciation. The people also feel that they have a new source for power as they give their views on the social media platform as Bly writes. It is likely that this relationship and interaction could become the big breakthrough for this industry as Bly suggests. Additionally, many of the print business are also resulting in the usage of a new method by having their contents available to the online audience to capitalize on the profit (Brock, n.d.). Online advertising is not only cheaper but also allows the readers to give a much-needed feedback. Advertisers are also willing to pay more money to have their products advertised in online platforms (Brock, n.d.). The Technologies That Newspaper Industry Needs To Adopt Blogs are the best to focus on since they are likely to change the way news have been previously conveyed. Blogs allow the customers to have an interaction between themselves and also with reporters, something that is not possible with the print media as Yahr writes. Many readers are often more likely than not to visit and interact with others in a blog that is of their taste and is interesting to them. Blogs will eventually increase the number of readers and also help to change the way newspapers industry makes its news available. Moreover, this will improve the delivery of news to the readers. The growing numbers of people using the mobile phones and Smartphone give the companies another avenue of delivered their information. The news firms can utilize the text messages and send news to their clients at a lower price. Combating Decline The profit for many newspapers and publishing media gain their profit via advertising and also from subscriptions (Beaulieu and Beaulieu, 2014). The profits have continuously been on the downward trend dwindling at a faster pace. In 2013, the revenue generated by newspaper firms declined by 2.6 percent, and this represents the loss of more than a billion dollars (Beaulieu and Beaulieu, 2014). This negative impact can be attributed to the closure of twenty and one hundred newsroom jobs during a span of about five years by The Wall Street Journal, The New York Times and also the USA today. Experienced reporters face the greatest rate of sacking owing to their high salaries (Beaulieu and Beaulieu, 2014). The number of working journalists is sharply declining in the USA by about seventeen thousand as Pew Research Centre indicates. The trend continues as 200 staffs are laid off by Gannet in August and also the company is aiming to charge for its online content to the viewers. Despite all these measures being kept into place, the profits are dwindling. The industry is now hiring the fresh minds from college that are well conversant with the social media. Emerging Trends The newspapers have revised their content targeting the younger generation with the aim of increasing its customer base (Golan, Johnson and Wanta, 2010). It is with this view that reporters from the Associated Press, Reuters and even The Wall Street Journal are advised to write short stories (Golan, Johnson and Wanta, 2010). The population is in need of news, but the industry needs to be innovative. The newspaper industry needs to keep up with the growing trend towards today’s technology (Golan, Johnson and Wanta, 2010). It is also very essential to understand the consumer preferences and tastes full (Golan, Johnson and Wanta, 2010). Mitchell said that the development of the tablet many people are reading the long stories that are written. The social media also with well-written stories can reach a much larger audience. Newspapers revenue comes from advertising the merchandise of businesses. It is unlikely today for the companies to go for the print media because its consumers are sharply declining day in day out. The available solution is the use of technology use technology and focuses on using the new digital means. Newspapers can also use websites and application software in a move to reach more customers. For instance, The Washington Post is adapting to the utilization of a design known as WPNYC aiming to address the paper’s viewability. Additionally by combing the use of both technology and journalism, brings about the innovation that is of much help to the recovery of the newspaper industry. The newspapers also need to increase the levels of trust of its consumers that many times doubt the content of online news. Many newspapers need to have their customers register on their website to get an avenue for getting useful feedback. Registered readers will also give information about their tastes and help the newspaper industry to change so as to satisfy its customers. The Call for Free News Many people are willing and also able to read the story, but they are not prepared to spend their hard-earned cash to pay for a newspaper (Murray and Aspinall, 2006). The majority of them can pay for print media with ease but are reluctant to pay for online content. The paper is most read in comparison to the ones that are available in online media and also the number diminishes for those that use the internet to browse for news (Murray and Aspinall, 2006). The print media will exist to satisfy the aging part of the population, while the use of computers and the internet will make the younger generation to access online content with much ease (Murray and Aspinall, 2006). The internet users and also the people who can access and read the online content are unwilling to pay subscription fees (Murray and Aspinall, 2006). The media houses that have tried to ask for cash to subscribe to their content have been shocked. The number of readers falls sharply by the introduction of such a move (Murray and Aspinall, 2006). It is likely that many people are very busy during the week and have less time to spare for reading the online content. Many read the news mostly on weekends if they lack other commitments. The news industry key players are looking for ways that they can exploit the online customers successfully. The industry is coming up with lower, affordable and more customers’ friendly prices to lure them (Murray and Aspinall, 2006). However, for the newspapers to remain profitable, they need not charge all of their content to their audience. The internet sites are proving to be a very major competitor since it can give most of the information that the customers need (Murray and Aspinall, 2006. Online Profit The newspaper business needs to exploit the new online platform and provide a space for advertisers to promote their products and also services (Evans, 2010). They will get profit from such deals rather than through printing that is quite costly and very involving. The strategy adopted here is that one pays for the number of pages advertised and is charged according to the time the advertisement is available to the audience (Evans, 2010). The more the pages and the much the duration the more the cost of advertising. The online audience gives their attention to well-placed advertisements, and it is easier to promote a product or a service through such means. Participants in the News Industries Competent and also much-scrutinized candidates are the only ones that had the chance in earlier days to report through the print media (McCaffrey, 2010). This has however changed dramatically in the digital era where even semi- illiterate people can gain much income by investing their time and devoting their energy on the online media (McCaffrey, 2010). The people without a strong academic background are entertaining the online audience commanding a share of the public (McCaffrey, 2010). The internet helps individuals to share their beliefs and stands freely without anyone restricting them (McCaffrey, 2010). It is, however, hilarious that the mass still trusts the information that they get from qualified reporters. The newspapers give the audience a sense of freedom that they protect from abuse that may hinder others from making their comments and also contribute their ideas (McCaffrey, 2010). Many media houses avoid negative and also very offensive comments aiming to remain neutral parties (McCaffrey, 2010). Newspapers move to use blogs and also the social media is a significant boost to its profitability and are also fresh ways to gain new clients. The industry also hires a labor force with the responsibility of monitoring the comments. The employees’ primary duty is to help keep the content clean and also to ensure that the comments they receive are only the ones that are active and productive (McCaffrey, 2010). The Future of the Newspaper Industry The people think that paper may not exist in the next decade, and a part of the audience still believes that they will not live shortly (McCaffrey, 2010). It is a call for the newspaper firms to move swiftly towards utilizing technology to remain relevant. The players in the industry must exploit all the available opportunities while at the same time researching and adopting newer technologies (McCaffrey, 2010). The firms also need to prepare adequately for the shift from print media to online contents. They also need to invest heavily in advertising their intention to use the online platform and educate the audience with the aim of winning the public confidence (McCaffrey, 2010). The newspaper business needs to have a balance between the min-content and the broadcast content (McCaffrey, 2010). Lack of balance will lender the newspaper business unprofitable and also make it obsolete and an attractive in the eyes of the consumers (McCaffrey, 2010). Reporters also need to be open- minded and embrace the use of internet and online platform to send out their views (McCaffrey, 2010). The newspaper industry needs to reinvest their profit on technology rather than preserve their earnings (McCaffrey, 2010). The online platform and also the use of the internet is a cheaper and convenient way of doing business (McCaffrey, 2010). Findings The researcher found out that technology has changed drastically. Newer ways that the people are using to get the news is also influencing the way newspapers are conveying their information and also how they operate. The changes are also as a result of increased internet users and also connectivity but more so to the changing technology. Through secondary research, it is evident that mobile phone technology holds a promising future, and its potential has not been fully exploited. News farm needs to create new and strong brands that are important to achieve a growing reader’s population and also command a bigger share of the profits. The social media is also a critical platform that the New York Times is using to convey erupting information to the online audience. The industry is also hiring employees with the ability to utilize the emerging technologies in their favor. The industries are also applying the method with an aim to lower its costs and also conquer the market. The news firms must brace for hard times ahead as the call for free news continue to rise among the readers. Conclusion Lastly, it is clear that the old methods that newspapers employed are obsolete today. The industry will rise and become useful by adopting the use of technology and also by continuous improvement via innovation. The industry also needs to incorporate new changes to continue existing. They must be willing to adopt and test new experiments and also be flexible to change with the times. It is only in these ways that they will remain relevant and thrive in the modern world. The future of the industry is in technology that is user-friendly to the consumers. References Beaulieu, B. and Beaulieu, A. (2014). Prosperity in the Age of Decline. Somerset: Wiley. Cohen, E. (2005). News incorporated. Amherst, N.Y.: Prometheus Books. Dennis, E. and DeFleur, M. (2010). Understanding media in the digital age. Boston, Ma.: Allyn & Bacon. Emmert, P. and Brooks, W. (1970). Methods of research in communication. Boston: Houghton Mifflin. Evans, L. (2010). Social media marketing. Indianapolis, Ind.: Que. Golan, G., Johnson, T. and Wanta, W. (2010). International media communication in a global age. New York: Routledge. Greco, A., Rodriguez, C. and Wharton, R. (2007). The culture and commerce of publishing in the 21st century. Stanford, Calif.: Stanford Business Books. McCaffrey, P. (2010). The news and its future. New York: H.W. Wilson Co. Murray, D. and Aspinall, A. (2006). Getting IT. London: Jessica Kingsley. Thorson, E. and Moore, J. (1996). Integrated communication. Mahwah, N.J.: Lawrence Erlbaum Associates. Read More