New media is here to stay. But that does not mean traditional media platforms have to become obsolete. The latter have their advantages, such as brand loyalty, which, if leveraged effectively, can give them a new lease of life
The survival of print media platforms in some form is no small matter. At their best, conventional print publications, enlighten, educate, and enable the smooth running of global economy and civil societies alike. Senior editors in India’s most competent newsrooms are afraid that print is on the wane and that digital media now has an edge over conventional news forums. Many fear that so newspapers will die soon.
This is a worldwide phenomenon; journalists and media owners everywhere are facing challenges from new media which has made a decisive impact on the pace, standard and editorial direction of print publications and changed the rules of the game. For example, citizen journalism has emerged in a big way — and it is not restricted to the online domain. Newspapers are also catching-up.
But on social networking sites, the condition is not as benign. News and views-oriented websites are serious players. They are a real threat to print publications, which are restricted in their coverage by daily, weekly or monthly news cycle. New media, on the other hand, is easy and unregulated communication. It is also better positioned to track user patterns — thus, it becomes easier for new media owners to decide on information that finally keeps sound equilibrium in news consumption patterns. Customised information hooks the readers.
The advent of digitisation has effected print publications in two ways. On the constructive side, it has made print media more accessible and open to different sets of readers. With people reading news on their tablets and phones, print publications are gaining ground as well.
But this idea of convergence is not free from conflict. In the long run, print publications have to make changes and expand their online footprint diligently. Online-only news websites run content on real time while the websites of their print counterparts lag behind. This is where the latter are losing the game.
On the de-constructed side, digitisation has made the atmosphere more casual in newsrooms. long form journalism is a rare. This causes an adverse impact on the quality side, where instant gratification of readers is given all the attention. This is the reason why it would be difficult to have more magazines like The NewYorker.
The business model for traditional media has undergone a sea change, with print publications facing consistent pressure on their profit margins and competition from their online counterparts. lay offs are common; there are few new openings. We see the altered balance in increased news syndication and more sourcing of news from newswires instead of investing in reporters on the ground. Foreign correspondents are on the verge of extinction.
Instead of looking into course correction methods, print publications are relying on less-effective diversification plans, which include circulating newsletters and foraying into different businesses. Today, we see major media houses involved in many business ventures at the same time. They ignore the real issues they are grappling with. With hindsight, print publications should approach differently to curb the challenges offered by digital sources.
And for that, they should read history in the correct order and see how in the past, magazines have moved between print and online editions. Tehelka, an investigative magazine, is a case in point. Such experiments are still possible. Print publications face access and cost issues while the online publications suffer from a lack of pedigree and funding.
In the news trade, credibility matters. Print publications with their varied track records are stand ahead of their online peers. Infact, online publications face severe blockade to stand as high as the print publications with their years of sustained journalism.
Robin Jeffrey in Cell Phone Nation takes notice of how far cell phones have revolutionised the world. The most nuanced observation one can make by taking together the effects of cell phones in terms of empowerment — the way they are changing the pattern of relationships and trade — is anything but superficial. Its reach is greater than the internet, because of its affordability and easy handling. As a vital tool for news reading, cell phone offers added competition to print entities.
Though the challenges are many, but they can be overcome. For example, an iconic magazine like Newsweek went online but returned to print soon. But it will be tough for it to reclaim its past glory. like book, newspapers will not die entirely but they face great existential challenges. Print publications have to travel unchartered territory.
Nevertheless, strong print brands enjoy a trusted relationship with their audience. Readers are loyal to their newspapers as long as they get high-quality content about specific interest areas. As the pace of change continues to quicken in the digital world, and new devices for accessing printed content continue to emerge, there will be new challenges for print publications. Indeed, print media will need new capabilities to respond to new technologies and shifting audiences.
Atul K Thakur is a New Delhi-based journalist. Rajeev Ranjan Chaturvedy is Research Associate with the Institute of South Asian Studies, at the National University of Singapore. Opinions expressed here are his own.