Social and Print Media: An Interesting Synergy

It goes like this. Agreed that social media in general and blogging in particular have been the iconoclastic children of media and communication in the 21st century. Agreed that they are redefining culture and making it more inclusive. Agreed that we are seeing a revolution of sorts leading the culture of dialogue on the internet with the growing popularity of blogs…I found something very intriguing and interesting. Isn’t mainstream media somewhere responsible for all the attention that blogging is receiving?  I recently got interviewed by Diksha Madhok of The India Today Group for a story on blogging and it got me thinking……..                                              toto1.jpg                              toto2.jpg

We need not necessarily badger mainstream media and posit it as antagonistic to progressive developments in consumer generated content and citizen journalism. Whether it be the article in India Today or the earlier coverage of blogging in Forbes(http://www.forbes.com/free_forbes/2005/1114/128.html) and Business Week (http://www.businessweek.com/magazine/content/05_18/b3931001_mz001.htm); mainstream media is playing a role here and we better be aware of it!

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One thought on “Social and Print Media: An Interesting Synergy

  1. Sachin Uppal says:

    Hi Preeti…recently came across your post on Brand Channel and then chanced upon this entry on how traditional or print media is also promoting the Online media(especially blogging articles in newspapers.)

    Though I am of the view that Online media will take over print media sooner or later (a distant dream), however, at this stage, print media is (just) one of the promotional channels for online media.

    Definitely awareness, internet penetration and computer education are some things which will drive Social media further. As you would notice many print publications have enhanced the interaction in their publications by promoting user articles, editorial reviews etc. However, you would agree that print has a limitation of size and capacity. Which means you can’t have a 100 page newspaper, rather you can have a 500 page linked blog.

    Though there is no denying fact that sales revenues have increased over years for print/traditional media, however, the gross margins have reduced YOY. This is a clear indicator that the traditional media is bearing the brent of social media.
    Ashish Bagga, CEO India Today group mentioned this recently during his speech where he mentioned about investing in alternative media.
    http://www.contentsutra.com/entry/419-ashish-bagga-ceo-of-india-today-if-we-dont-invest-in-other-media-forms-

    Also why Print media would take a hit is because of lack of reference mechanism or a search engine. Recently I wrote about it http://sachinuppal.blogspot.com/2008/02/stop-abusing-term-pr-and-brand.html and the point is that you can’t refer back to newspapers/magazines as easily as you can to the online stuff. Also printing is eco – unfriendly (online makes much more sense here).

    Also every business in today’s time want ROI and to measure ROIs in traditional media is very difficult. Recently I wrote about hoe Online media can be helpful for traditional media ROI tracking http://sachinuppal.blogspot.com/2008/03/tradition-marketer-online-media-can.html .

    Hope this gives you good stuff on why I say online media is more potent than the traditional one.

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