According to this latest report from PEW Research “Internet Overtakes Newspapers as News Outlet“.
Currently, 40% say they get most of their news about national and international issues from the internet, up from just 24% in September 2007. For the first time in a Pew survey, more people say they rely mostly on the internet for news than cite newspapers (35%). Television continues to be cited most frequently as a main source for national and international news, at 70%
What does this mean to advertisers? We are in a major sea-change regarding ROI on advertising and marketing dollars. The traditional media we have come to know well and understand is losing its audience. Advertising in online media is so different we aren’t quite sure if we will get our money’s worth when we venture out into the web. A key to success is in changing the way we advertise on the net. Just like television is more than radio with pictures, the web is more than a newspaper or magazine on a computer screen. It’s important to remember that the web audience is different than the traditional media audience. The culture of gathering information, evaluating ideas and developing opinions in online audiences is different.
What do the experts say? They aren’t quite sure yet. Many different models are being used in attempts to find the winning combination. Community focused messages based on group acceptance of a brand may be a foundation on which to build your campaign. Multiple touch points across many types of media tied together with common links is another.
Are newspapers dead? No. Just like radio isn’t dead – just changing!