Since 1950s, people into
the information age, and the development of technology has influence community
life. This development specifically shows in business field. Companies start
use technology products in their business work, like computers, smart phones,
and Internet. Especially the Internet, it is the most useful technology tool in
current years. Internet changes people’s life a lot and make the communication
be more convenient. Therefore, Internet also use in advertising market.
However, some of tradition
advertisements are impacted by the technology development. Magazines and
newspaper are major traditional advertising mediums in advertising market. The
role of magazines and newspapers in the advertiser’s media plan differs from
that of the broadcast media because they allow the presentation of detailed
information that can be processed at the reader’s own pace (Belch, 2012, p407).
The print media are not intrusive like radio and TV, and they generally require
some effort on the part of the reader for the advertising message to have an
impact. However, the disadvantages of print media, like high cost, limit reach and
frequency reflect the negative trend of print media in the advertising market.
Furthermore, the high cost of print media typically is the major problem
compare with online advertisements. For example, a report about the average
cost of advertising in a fashion magazine presents four of the top fashion
magazines in the United States by circulation -- "Cosmopolitan",
"Glamour", "Vogue" and "Allure" -- each charge
upward of $100,000 for a full-page color ad (ehow). In addition, advertising revenue
for magazines declined from nearly $25 billion in 2007 to just under $20
billion in 2009, while the total number of advertising pages has dropped by
nearly 25 percent over the past two year (Belch, 2012, p405). Because of this
trend, advertiser and companies move their focus towards online advertising.
Online advertising will cost much lesser than print media, and the online
advertisement can introduce product or brand flexible.
Nowadays, more and more people use the
technological products such as electronic readers, the iPad, and tablet PCs for
work or entertainment. Even people communicate with others by email or other
social contact apps, such as Twitter, Facebook, and Pinterest. The
technological developments have changed our life style and behavior. Therefore,
advertiser use this situation to develop the online advertising by cooperate
with social communicate website. As the development of technology, these
technology products are impacting the role of magazines and newspapers as
advertising media vehicles. At the near future, people will realize they do not
need read news in magazines and newspapers, because they can read it online.
Magazines and newspapers will loss their market, just like few people write
letters now.
Anyway, advertisers also
can respond these changes and retain advertising by using the unique advantages
of print media. For the newspaper, the geographic selectivity can help
advertiser retain to advertise in newspaper. Newspapers generally offer
advertiser more geographic or territorial selectivity than any other medium
except direct mail. For this situation, local newspaper has a selective segment
for readers. Therefore, reader from different place can find local
advertisement for their city. But the online advertising is hard to focus on
geographic selectivity.
Reference:
Belch, G., & Belch, M. (2011). Advertising and promotion: An integrated marketing communications
perspective. (9th ed.). McGraw Hill Education.
Bobbye Alley, The Average Cost of Advertising in a Fashion Magazine. Retrieved
from
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