Online news is still on the rise:
Local, network and cable television news, newspapers, radio and magazines all lost audience last year, according to the Project for Excellence in Journalism, a research organization that evaluates and studies the performance of the press. News consumption online increased 17 percent last year …
Traditionally, the top two news sources is local TV news and newspapers, but this past year, online sources has passed newspapers and is on track to be the top news source, passing local television news.
Mobile Internet seems to be the cause of this sharp and steady increase. When you’ve got smartphones and tablets booming in the marketplace, you’re going to see a change in peoples behavior.
In December, 41 percent of Americans said they got most of their news about national and international issues on the Internet, more than double the 17 percent who said that a year earlier, the report said.
At the beginning of this year, 7% of Americans owned tablets, almost doubling the number from the later part of 2010. I would imagine by the end of this year, we’re going to see that number even higher.
As the readers shift, so will the ad money. From news reporting to ads and marketing, the pendulum swings and a wake of changes will fall behind it.
Churches and non-profits, take notice.
Small Orgs
If you are a small Church or organization, this may is good news. The cost of virtual media is far less than organic. You can get in the game and spread the word just like anyone else. If you have a stellar media professional or budding tech genius around, you’ll have an edge that would normally cost big bucks.
Big Orgs
You’ve got a budget and an agency. Evaluate the agency. Think twice before re-signing the contract. Make sure they’ve got the skills it takes to move you to new media. The only way for you to do this properly, is to shop around. Compare agencies, so you’re not left in the dark. It’s also wise to have this done by someone in your Church or organization who knows technology. Don’t get hustled.
All Orgs
Make sure you’re not too far behind the curve. I’m not advocating that you stay on the bleeding edge of technology. Just make sure you’re pouring your resources into the right mediums to maximize your return. When you evaluate your online media, direct mail marketing and other traditional forms of electronic media, make sure you understand your target — age, education, income.
Conclusion
People are going to their mobile device more and more. It has further to go before it’s the primary gateway, but it’s certainly moving in that direction. Starting thinking about this, now, so you’re ready to move and bend with your target audience as it changes. Media is moving faster, today, than ever before.
[via Huffington Post | Images via ShironekoEuro, Mike Bailey-Gates & Stéfan]
Matt Pugh says
I know I have a tendency to go head first into something new with the understanding that everyone else will eventually catch up. So true that we need to meet people where they still are, even if we know they will eventually move.
Eric Dye says
I think balance is key.