As a humble journalism student, I cannot say what exactly goes through the heads of the emperors of media, but I’d like to think their philosophy on using new media sounds something like this: “If it ain’t broke don’t fix it.” While there might be some merit to this statement, staying ahead of the technology curve (especially in media) is a wise investment.
The article I found comes from the American Journalism Review (http://www.ajr.org/Article.asp?id=4111) and although it is six months old it does a good job addressing the issue of new media integration. I think the first line of the article best explains media’s approach to media: “Newspapers have treated innovation like a trip to the dentist – a torture to be endured, not encouraged.” But now news companies (particularly print media), after years of declining profits, find their backs against the wall. Running low on options, many newspapers are relying more and more on multimedia features to attract more customers. Through the internet, newspapers can add supplemental information to their stories, which not only makes the story more detailed but drives more people to their website. “The key to the future of newspapers is the effort to build a broad portfolio of products around the core product, the traditional newspaper, and to connect with both general and targeted audiences” (AJR Smolkin).
While this article does a good job of pointing out how newspapers are working with technology, it also points out how unwilling newspapers are to change their product. After all, these new features probably would not be around if the newspaper’s profit margin was stable.
Comments (4)
It is not really surprising to see that newspapers avoid new, innovative ideas. It seems newspapers don't have the same kind of flexibility that other print media like magazines have. They seem stuck within the same limits that they have been for so many years, with one of the few differences being the introduction of color as a large part of the paper. However with declining readership, it is much harder for newspapers to pay for these advancements, and so it makes sense that they simply don't.
Posted by Chris Woodside | February 19, 2007 2:35 PM
Posted on February 19, 2007 14:35
I think newspapers will eventually have to totally revamp their approach to news. As the internet is getting more popular and more credible, newspapers are losing readers. I'm guessing that someday newspapers will disappear entirely unless they do something innovative. I also think that the internet will be the dominant news source--even above tv.
Posted by Brad Miller | February 26, 2007 1:36 PM
Posted on February 26, 2007 13:36
Newspapers may be behind with technology but besides just there unwillingness to adapt, there is an audience out there that would not want them too. There are plenty of Americans left who appreciate nothing more than opening up their papers in the morning. I believe that in the future the use of print news will not be needed. Just like subscribing to the newspaper, most publicaions have formed a website that requires a subscription to read the news. Like we talked about in class, this type of medium does not have the touch and in front of your face feel like a newspaper but with the youth influence growing with time the end of the newspaper might be inevitable.
Posted by Matt Prendergast | February 26, 2007 2:42 PM
Posted on February 26, 2007 14:42
It’s true that newspapers all across the country are scrambling to figure out this new multi-media technology. The Kansas City Star is making their still photographers learn how to use video cameras. So they can put together short video footage and post it online with their stories. The Star photographers have a rotation schedule where for a couple of weeks they will just shoot video. It’s really taking them out of their comfort zone and forcing them to change. The KC Star has invested a lot of money in video cameras, audio recorders, and the programs to edit the audio and video. I think their investments are already paying off. It seems most newspapers are just getting the hang of making audio slideshows. I know at the Wichita Eagle the staff is required to put together a certain number of slide shows a month. The Journal World puts out 1-3 audio slideshows a week for their online viewers. Newspapers are realizing that they have to change to keep up with the competition.
Posted by Megan True | February 27, 2007 12:39 AM
Posted on February 27, 2007 00:39