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![Warren Buffett on the Newspaper
Industry
In 2018, Warren Buffett was asked in an interview why he had
decided to invest in 28 newspapers in 2011, despite the fact
that their sales and circulation were already down. He
responded:
“[…] I believe that papers delivering comprehensive and
reliable information to tightly bound communities and
having a sensible internet strategy will remain valuable for a
long-time".
Despite this, in following years newspaper circulation kept
dropping significantly, which meant severe financial losses
both in sales and in advertising.
Traditional
Media
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video:
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co
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mil 5 Identify traditional and new media and their relationships.pptx
- 1. Traditional Media andNew Media
- 2. Learning Outcomes In thistopic, you will learn to: - Identify traditional and new media and their relationships. Traditional Media
- 3.
- 4. Traditional or OldMedia is defined as a ‘vehicle’ to disseminate news to t hrough different kinds of mediums. News are shared with a large audience without the use of the Internet. Traditional Media
- 5. What is TraditionalMedia ? Traditional media is a term often used to refer to channels of communication that were well- established before the Internet Age, such as: • Books • Newspapers • Magazines • Radio • Television Traditional Media
- 6. TV and Radioas Broadcasting media The term 'broadcast media' covers a wide spectrum of different communication methods such as television, radio, newspapers, magazines and any other materials supplied by the media and press. Media Broadcast is the method of communicating news and/or entertainment content through Traditional mediums, such as television, radio and newspapers and Traditional Media
- 7. The first printmedium: The Newspaper The first daily newspaper was produced in Britain around 1702. This marked the inception of mass production of the written word, and the development of the newspaper industry. Traditional Media
- 8. Warren Buffett onthe Newspaper Industry In 2018, Warren Buffett was asked in an interview why he had decided to invest in 28 newspapers in 2011, despite the fact that their sales and circulation were already down. He responded: “[…] I believe that papers delivering comprehensive and reliable information to tightly bound communities and having a sensible internet strategy will remain valuable for a long-time". Despite this, in following years newspaper circulation kept dropping significantly, which meant severe financial losses both in sales and in advertising. Traditional Media Link to original video: https://www.youtube. co m/watch?v=hbiBJh8G
- 9. Impact of TV,Radio and Newspaper The distribution of audio, video and printed content evolved through the years, but remained focused on the same objective; to broadcast news and entertainment through different types of content, and inform the people about what is happening on a daily basis at a local, regional, national and international level. If we take the TV, for example, we can say that the influence of this medium is enormous in shaping people’s daily lives. By watching audiovisual content being broadcasted through a TV set, people have access to a variety of news sources, entertainment shows and advertising. Traditional Media
- 10. Impact of TV,Radio and Newspaper Same as TV, the Radio and Newspapers, which are the two other traditional media channels, have an equally important impact on the masses. Some of the advantages that show the valuable impact of Traditional Media include: 1. Giving people information and knowledge about current events and important happenings (news). 2. Making people more aware and proactive on certain things around them. 3. Providing people with advertisements of products that might be attractive to them and/or help them in their daily lives. Traditional Media
- 11. In traditionalmedia, there’s a major focus on advertising. In general terms, broadcast advertising happens mainly through the radio, the television and the internet. Nonetheless, a large amount of money is still spent on billboard advertising and printed media advertising. As broadcasting media, Radio and Television can reach a wider audience compared to print media. This makes sense, since audiovisual content generally attracts more people than printed content. Traditional Media Advertising in Traditional Media
- 12. In radioadvertising specifically, the advertisement needs to be aired many times before it ‘penetrates’ the mind of the audience. In comparison, TV ads are more unique in their ability to become a single-shot marketing message towards the wider audience. For the best TV advertisement, a strong audio and video combination is a must for the success of the commercial. Additionally, the audio and the video content need to be relevant. Traditional Media Advertising in Traditional Media
- 13. Why does RadioAdvertising Work? • The radio can reach on-the-go consumers. • The radio allows you to establish a special relationship with consumers. • The radio can cost-effectively break through the lines of media bombardment. • The radio’s on-location remote broadcasts are both powerful and profitable. • The radio’s unique, specialized formats allow you to target your best prospects. • The radio reaches prospects closest to the point of purchase. • The radio can bridge the gaps left by other media options. • The radio provides unique specialized on-air promotions. • The radio is king for establishing top-of-mind awareness. • The radio can influence new markets and prospects. • The radio can complement other advertising platforms. Traditional Media
- 14. Marketing psychology andconsumer behavior Advertising is all about psychology, behavior and targeted marketing. Thousands of TV ads are aired daily with a specific goal; to manipulate and shape consumer’s choices through targeted marketing and advertisements. Traditional Media
- 15. Marketing techniques inTV Advertisements • Use of compressed volume on audiovisual content • Use of slogans and jingles • Attractive visuals and figures • Deliberate word choice (They go big and bright on particular words they want to emphasise) Traditional Media
- 16. Protecting ourselves frommarketing manipulation Since marketing manipulation is so common, we need to be aware and try to keep as safe as possible. The key to protecting ourselves from marketing manipulation is to keep these questions and tips in mind: 1) Do I really need this product in my life? 2) What item can leave the house, so that this one can come in? 3) Remain skeptical and play devil's advocate often. 4) Do your research! (Very important) 5) Is this source of information credible? Shall I cross- check this information? Traditional Media
- 17. Why is TVand Radio advertising important? Televisions and Radios are as ubiquitous as home furniture. This means that the potential reach of TV and Radio advertising is huge. This is exactly the reason why Commercial advertising, or ATL (Above the Line advertising) , is really important. Traditional Media
- 21. Impacts Changed theway we work Convergence of computers and distribution allows greater efficiency of control and communication Much cheaper to sell via Internet than in person ( 1/100th cost per transaction for banks, airlines)
- 22. 1/4 How do theold media influence the new media?
- 23.