Digital Revolution comes plagued of
dilemmas, questions and uncertainties that terrify the heads of print media
companies. Like the old quote says “Evolve or die” companies has to be dynamic,
agile and flexible, more than ever.
An example of a rigid company that did not
adapted to the requirements of a changing market, is Kodak This Company was the
leader of the photography’s world. When the digital cameras appear, they
decided to stick to their same market and products, now they are about to
disappear(2013
annual loss of $1.38 billions)
Markets and consumers' perceptions are
changing; people are more willing to pay for digital content; especially in
Music, Movies and Magazines. However the newspapers are more complicated that
it seems.
First issue
The
classic tradition of sitting for hours to read the news doesn't exist anymore.
Reading the news was considered a daily
ritual (especially on weekends), gone are the years, where man sat on their
favourite couch to smoke pipe and read the News.
People don’t have time anymore, they find
out about what’s happening through social media, app’s alerts (probably if they
wait to read it on the news the next day, the information would have been
confirmed and disconfirmed 5 times before and people will be ready to create a
reality show.). Besides, smoking is a frowned habit and women probably are more
aware of what’s happening than men.
Second Issue
Why
should I pay if Information is Free?
People love to have free stuff. Food
samples, promotional gifts, extra product etc.
So if I want a printed newspaper, I could
have the Metro in every corner of
New York, so why should I pay $2.50 in the newsstand to get the New
York Times?
The answer is simple Content, Content, Content…
No so Fast! If I want to be delighted for
the exquisite writing of Paul
Kruman, David
Brooks or Maureen
Dowd. I should be free to read their blogs and enjoy their writing. They as
well should be free to expand the spectrum of readers all over the world.
The Dilemma
What content should be free and which
content should cost?
Digital revolution appeals to the idea of “free
speech and free content”. However, people should know that it’s the same hard
work (even harder some times); the main difference is that it’s intangible.
The value perception is the one that has to
be changed, quality products needs time and effort, thus they need an
investment of time and money.
It is a dual work of media to and consumers
to set the bases of what should cost and what should be paid by investment of
sponsors and advertiser.
The Digital world is in constant
recalibration, due to his dynamic nature!
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