My old mate Alan (Max) Metrick of the New York-based PR Consulting Group has provided some thought-provoking data about how traditional media is under the pump – and what organisations seeking to cut through the noise ought to be doing about it. Al writes:
In case anyone still needs convincing that Americans are less connected to - and therefore less influenced by - traditional mass media, consider this.
Daily US newspaper circulation peaked at 62.8 million in 1987. By 1998, circulation was down to 56.2 million. Sunday circulation topped out at 62.6 million copies in 1990 but declined to 60.1 million in 1998. Besides, people who buy newspapers often spend very little time actually reading them. And very few readers ever get to the editorial pages, therefore diminishing the value of classic editorials or op-ed articles.
The rest of the old, reliable communications media are faring no better. Network television’s audience has dropped by more than one third over the past two decades. Radio listenership is at a 27-year low and magazine circulation has been falling for the past 11 years.
At the same time, the Internet is beginning to hit its stride. Due in part to increased broadband connections at home, soaring Internet use is attracting advertisers who will increase ad spending by 30 percent this year.
The lesson for communicators, we believe, is clear.
Just as cable television has prospered in an age of "narrowcasting," organisations would do well to segment media options just as they segment audiences. This is not to say that communicators should ignore the tried-and-true. It means we all need to devote more attention to developing new techniques to take advantage of new opportunities.
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