I came across this article that I found rather interesting and a direct connection to our multimedia class. It talks about how news is spread and how people are receiving news. It uses Baltimore, MD as an example city.
Project for Excellence in Journalism goes into greater detail about new media and blogs, and the impact they play in delivering information. (I will comment on the report in greater length this weekend)
Excerpt:
Pew - How News Happens: A Study of the News Ecosystem of One American City
Project for Excellence in Journalism - How News Happens: A Study of the News Ecosystem of One American City, January 11, 2010.
"The study, which examined all the outlets that produced local news in Baltimore, Md., for one week, surveyed their output and then did a closer examination of six major narratives during the week, finds that much of the “news” people receive contains no original reporting. Fully eight out of ten stories studied simply repeated or repackaged previously published information. And of the stories that did contain new information nearly all, 95%, came from traditional media—most of them newspapers. These stories then tended to set the narrative agenda for most other media outlets. The local papers, however, are also offering less than they once did. For all of 2009, for instance, the Sun produced 32% fewer stories on any subject than it did in 1999, and 73% fewer stories than in 1991, when the company still published an evening and morning paper with competing newsrooms. And a comparison of one major story during the week studied—about state budget cuts—found newspapers in the area produced only one-third as many stories in 2009 as they did the last time the state made a similar round of budget cuts in 1991, and the Baltimore Sun one seventh as many. Yet the numbers suggest the addition of new media has not come close to making up the difference."
Connection:
CBS' The Sunday Morning Show touched upon Super Bowl advertising and Pepsi Co. 20+ year involvement in TV ad space. Their decision not to run commercial time during this years Super Bowl might capture the change in multimedia outlets. Pepsi has decided to put their resources into an online, interactive marketing approach called the Pepsi Refresh Project that hopes to foster great ideas and in doing so, change the world all through involvement. This excerpt from The Sunday Morning Show touches upon Pepsi's 'game changing' decision.
"In fact, TV ads — with their catch-phrases and clever story lines that seem to permeate pop culture — often assume significance far beyond the selling of a product. But in an age of multiplying media, fragmented audiences and short attention spans, is advertising as we know it about to change entirely?
Our story begins in the offices of Pepsi-Cola, where an executive there will explain the company’s surprising decision, after 23 years of successful Super Bowl ads, not to run a TV spot in this year’s big game. Instead, they’ve launched an Internet campaign. What if anything does Pepsi’s strategy say about the larger landscape for advertisers?"
Just as citizens have taken to covering and interacting with news firsthand through online blogs, websites and video/camera streaming, the world of advertising is changing in dynamics as well. It will be interesting to observe this change in appealing to a demographic and if Pepsi's revolution from TV to internet pays off.
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Great post. I really enjoyed that article and found it interesting and smart that Pepsi would decide to spend their money on an internet campaign. In other years I've always been very interested in the Superbowl commercials, but I couldn't tell you one that stuck out in my head this year. I spend more time on the internet than I do watching TV, so I think Pepsi has the right idea.
ReplyDeleteThis was good. I think Pepsi's move towards advertising online means they are stayiing ahead of the curve. They understand that while traditional forms of advertising will continue to stay around, the money will go towards finding ways to make the internet more profitable. One of those ways will be advertsing and getting more people to become interactive with their ads. Smart move Pepsi!
ReplyDeleteThe bottom line for advertisers will always be the numbers and where they can get the biggest bang for their buck. It was a daring move by Pepsi. It'll be interesting to see if others follow suit. The game's on.
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