Print VS Online

There is the idea that traditional forms of advertising including that of newspaper and magazines are losing ground to newer media. But how true is this? Yes- there have been significant changes facing the advertising industry. Advanced technology has made it possible to reach consumers in different ways and has altered how marketing efforts are carried out, but to what extent is online advertising actually taking over..

Consumers are redefining their relationships to traditional media and spending increased time online. Rather than going out and buying a newspaper or magazine, the internet becomes people's first choice of a search medium, in turn becoming the basis of what may be viewed as a more appropriate one in effectively forwarding a message.

People want mobility- they want to access required information where they want it and when they want it. Why sift through a paper when you can access just about anything at the press of a few buttons? The ability to publish is now in everybody's reach on the internet. Anybody can have an online printing press and distribute their content to millions.

Through the changes driven by the growth of the digital world, the advertising industry continues to wrestle with the challenge of this new realm. There is no doubt that the industry is transforming, and this will force advertising to reinvent itself in new and different ways. In Murdoch's speech about how technology has changed media, he stresses his concern for the need for the traditional press to adapt to these rapid changes of distribution.

There may be a decline in readership of more traditional forms of media due to the rise of the internet, but when it comes to advertising, is the internet really that successful? There are definitely significant advantages for both advertisers and consumers online- a wider market, lower costs and easy access but really- how close to the paper shredder is print advertising?