Is Traditional Media Dying?
Publishing Solutions Group
Full-service development, production, translation and audio for print & digital products. K-16. SOWMBA certified.
By Ari LaColla
Spring 2024 Intern
As more people use social media to receive news and updates, traditional media outlets are concerned about losing their viewership. This is nothing new, however. When television journalism began to outperform print and radio news sources, this same concern terrified established companies. This evolution provides a unique opportunity for companies to expand their outreach, especially through social media.?
Almost fifty percent ?of young people don’t trust national media, so they are more likely to turn to online sources. Thirty-three percent ?of TikTok users are on the platform to get news coverage. Though young people are aware that online news is less reliable than traditional media, they are drawn to the expanded range of opinions.?
Traditional media has been utilizing new strategies to regain popularity, as daily newspaper circulation has decreased thirty-two percent? since 2017. Large publications like The New York Times and The Wall Street Journal have seen an increase in digital subscribers, and The New York Times alone has 10 million digital-only subscribers. The Times has the benefit of also offering games and its cooking section alongside its typical news coverage, which may be the reason for its popularity. Overall, though, traffic to news sites has declined.?
The main benefit of new media is its large reach, while traditional media usually focuses on local coverage. New media is also less expensive to produce. Publishing an article on a pre-existing website is far cheaper than printing newspapers or filming in a newsroom. It is also often cheaper for consumers to buy a digital subscription than a physical paper or purchase cable to watch television.?
New media also has far more potential to be interactive. Viewers can comment their opinions on social media posts or online articles while reading the paper or listening to a radio broadcast is one-sided. This provides everyone the ability to voice their opinions on a story. With the increase in distrust of the national media, this interactivity is highly valued and can provide insights you might not see otherwise.?
As large media attempts to breach into the online world, they must keep up with the ever-changing digital landscape to remain relevant as the younger generation seeks out varied coverage and opinions.
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Journalists have also benefited from the shift towards new media. Eighty-seven percent? say that social media has helped them to promote their stories, while eighty percent? say social media has helped them connect with sources.
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