Traditional Newspaper and the Digital Era

High School ・Business ・MLA ・2 Sources

People exist in a digital era, equally, the listeners and viewers’ perception of information has changed. This has made people to sideline the traditional method of purchasing and reading newsprint and turn to the internet to obtain their information. This has made the newspaper industries to strive in their quest of business for the sole aim of making profit in the contemporary world. It therefore behoves on newsprint industries to come up with innovative ideas, techniques and methods that will improve the traditional print. If the newspaper industries fail in improving their businesses, it therefore implies that the print media industries are the verge of extinction. For the business to survive and continue broadcasting independent and qualitative journalism, some changes have to done on its business model.

The traditional business models are based on the circulation and activities such as advertising. This is because they have the idea that providing of information is realized only by printing news and information on paper. However, the new digital technology can help in giving information to the riders in a new form, for instance, the internet. The models should allow for new ways of passing information to the readers not only just on the paper although the information is the same (Picard 66). A dominant issue is the speed of adaptation and at the same time maintaining the system of printing news on paper.

Some business transactions are easily done through newspapers. Some customers will want to make some transactions for instance like selling cars or even renting a flat. The people who want to make such advertisements may want to get counterparty for the business. Such markets may want to put their advertisements inform of text advertisements in papers. Picard says that the purpose of newspapers in this case is to bring the sellers and the buyers together (71). Through newspapers, the chances to find a business partner are much bigger since they reach thousands of readers in a short period. Therefore, it indicates that the business models are still viable in the digital world.

Although the business models are still viable, digital readership poses a challenge to the newspaper business. The industry only focuses on investing in producing products that only meet their customers. They end up putting, more of their attention to the best customers ignoring the negative forces from the market. Managers do not apply theories when it comes to decision making (Karimi and Zhiping 42). This blame has been put to journalists referring to it as a failure of journalism. In the end, they realize that there will be no journalists for the job and the internet increasing its clients who want to get information. Therefore, the models should ensure that they capture the readership of all the people by getting the best journalists for the job.

During the stay in the business, managers should ensure that they observe the behavior of their potential customers. It includes the time that they have time and when they read the newspapers. They should examine if the newspapers are read on the same day they are produced or at which point do the readers get distracted by other media. They should ensure that they just do not look at their current readers but also the non-readers to attract them (Picard 66). For instance, not all young people who read newspapers but if relevant information is put into the newspapers, it may attract their readership for a long time.

To sum up, the newspaper industry still has its readership and can still work hard to increase its declining market. If the management works on the few aspects of its models that negatively affect the industry, then the clients will increase. Changing the content from just the daily news to more analytic news and background stories in the newspapers will see an increase in its readership. The sales may also be reduced from a daily sale to some specific days where the readers are likely to be free to ensure high sales.

Works Cited

Karimi, Jahangir, and Zhiping Walter. "The role of dynamic capabilities in responding to digital disruption: A factor-based study of the newspaper industry." Journal of Management Information Systems 32.1 (2015): 39-81.

Picard, Robert G. "Measures of concentration in the daily newspaper industry." Journal of Media Economics 1.1 (1988): 61-74.

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