New Media versus Old School | Who Will be the Winner?
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The mass media are smack dab in the middle of a revolution let loose by the Internet and digital technology. The digital transformations have thrown publishing, broadcasting, and advertising in a whirlwind of “do-or-die” reorganization.
Traditional and digital media all have elements that are great for different things–and all have limitations. Traditional and “new” media each try to fix their limitations and enhance the differences; where one lacks, another flourishes. Combining the two is not likely nor a solution to the war of the words.
Does Digital Downloading of Music set the Tone for the Winner of the War of the Words?
Think about when Napster first entered the online music scene. The music industry had a chance to utilize the technology, but instead only fought inevitable change. Like an ostrich with its head in the sand, they ignored what would soon change the face of music purchases. Legal cases soon became rampant.
Music labels realize that, like it or not, music downloads are here to stay. Although most major music labels were brought into it kicking and screaming, they are adapting to the new way to play in the game.
Many people say that books are different and we will always want to feel and touch the physical paper in our hands. While this may be true for some, sales-number of e-books, and of readers like the Kindle and the Nook, show that many avid readers are quite willing to give up the paper medium.
“Google It”–The Two Important Words that changed Research
In my adolescence, when I wanted to know something, I quickly went over to our family’s authoritative-looking set of World Book Encyclopedias. I wore pages thin from looking at my favorite sections. Those days are long gone.
Now I can find almost anything I want to know by “googling” it. From research on work-related topics, to travel destinations, to recipes, I can’t think of a recent time that “googling it” couldn’t give me an answer. Not only have I found the information I wanted, but I could make sure that it was the most recent information available…unlike the soon-outdated family encyclopedias.
Do our Brains Process Paper-based Marketing More Effectively than they Process Digital Marketing?
Think direct mail marketing has seen its day and Internet marketing will take over? Well, it’s not time to stop the presses yet. Our brains process paper-based and digital marketing differently.
In the Milward Brown case study, Using Neuroscience to Understand the Role of Direct Mail, researchers investigated how the brain processes physical marketing materials, such as direct mail, compared to virtual (or digital) materials presented on a screen.
Physical materials produced more brain responses connected with internal feelings, suggesting greater ‘internalization’ of the ads.
And the Winner is…
Not so fast! This generation may see a change but the winner is yet to be determined. It just may be that we live happily ever after using both types of media. Paper printing has been around since the 1400s and is unlikely to see its demise any time soon. At the same time, the Internet and digital technology are here for the long haul.
Take the poll and comment below to let us know which one you prefer and who you think will win this war.
