Essay on Traditional Media vs. New Media

2614 Words Apr 28th, 2012 11 Pages
In the current age of technological advances, it seems that old media is facing competition from ever expanding new forms of media. Traditional media often referred to as old media, consists of broadcast/cable television, radio, newspapers, magazines and the majority of print publications. The earliest form of old media was a Newspaper that have been around for centuries, straining off as written newsletter, and ultimately progressing into an official true publication. “The first true newspaper in English was the London Gazette of 1666” (Anon 2010) this was only the beginning for what developed into an everyday habit of purchasing printed newspapers and articles. During this period of time, newspapers were the only form of medium that …show more content…
“With a number of large newspaper groups recently investing millions in new media technologies, in an attempt to capture this growing market for alternative media consumption.” (KPMG News 2007) This resulted in traditional media companies beginning adapting their approach in order to keep up with the ever expanding world of media. Through investing into online presence, they not only made themselves available to their current users but most importantly began to generate profit through online advertising. Through this process is not only companies benefit, but also the firms which place their products on a particular website. This enables companies to reach a specific audience through a particular website that accommodates these groups of specific users. This supports the idea that “new advertising models no longer seek to capture masses, but try to target individual consumers, and tailor advertising to their interests and needs.” (Elkin and Slazberger 2004: 32)
Sources that were previously limited or even restricted to some are now widely available. It seems that Internet has much more less limitations when compared with traditional media, rising in usage of peer-to-peer software such as Limewire or BiTorrent offers media files right on demand. However such distribution of material raises the issue of piracy and copyright, which is a particular concern for record companies. Since the P2P software is so easily downloadable and widely available to individuals with

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