by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Year Book : Year Book 2010
PANPA 2010 Year Book 7 Reason for optimism, but not complacency IN ORDER TO WIN A PLACE IN THE CONSUMERS’ MEDIA SCHEDULE WE MUST BECOME “NEWLy RELEvANT”. OUR PRODUCTS HAvE TO ADjUST, AS ALL SUCCESSFUL MEDIA HAvE CHANgED WHEN NEW TECHNOLOgy THREATENS” “ “In Budapest there is a newspaper that has no printing presses . . . It is a large and fourishing newspaper and, as far as I know, all its subscribers are satisfed. It has never been “scooped” and there is little likelihood that such a catastrophe will soon happen”. Homer Croy wrote those words in 1922 in an article describing a new technology called radio. Reading that piece gives me renewed opti- mism for newspapers in 2010 and beyond. Let’s face it, 2009 was a shocker! Economic catastrophes seemed the norm. Banks col- lapsed, “unsinkable” businesses went into bankruptcy and governments defaulted on loans. It was a year the world will happily bid adieu. The year also saw newspaper cir- culation and readership num- bers fall as fast as housing values. The loudest voices on media were heralding the demise of newspapers all together. “Why buy a newspaper when you can get all your news online?” they said. Of course, the decline in newspaper circula- tions began prior to the GEC, as a result of fundamental changes in the way people were using media. The continued growth of the Internet saw more and more people getting their news and entertainment online. We have not seen such a dramatic adoption of new technology since . . . . well, since radio. And it is those parallels that fuel my optimism. A recent study by The Newspaper Works compared consumers’ attitudes toward major media and their use of those media. It was a repeat of the same study conducted two years ago. There were major (and some will say surprising) shifts over the two years. Consumers were asked which medium shapes the important issues of the day, which provides an enriching expe- rience, which is most engaging, which is better respected and (perhaps the most important question relating to news- papers’ future viability) which has ads that most infuence buying decisions. To each of those questions, the Internet dropped and newspapers (yes, printed newspapers) increased! Isn’t this completely opposite of the perceived trend? Yes, it is. So, what is happening? Is the public abandoning the Internet and retreating to print habits established over generations? Well, no. We are seeing a maturing of the audi- ence’s use of media; the very same thing that has happened in the 1920s. With the advent of radio, observers wondered how newspapers would survive. After all, why read news when you can hear it almost instantly? But, the audience expanded and modifed their media repertoire and adopted the new media into their lives as appropri- ate. Radio thrived, but newspapers changed and took a new, modernised and relevant position in people’s lives. This is reason for optimism, but not com- placency. In order to win a place in the con- sumers’ media schedule we must become “newly relevant”. Our products have to ad- just, as all successful media have changed when new technology threatens. If we do, history says we can win a valuable audience and, therefore, advertisers. 2010 promises to be a year where we stop reacting to the threats of change and begin building our successful futures. joe Talcott President of PANPA Opportunity or threat...pundits have predicted the demise of newspapers since the advent of radio. How wrong they were then and how wrong they are today
Year Book 2009
Year Book 2011