More signs of the uncertain times for the traditional media in this country have emerged in recent weeks.
Belo, the newspapers like the Dallas Morning News added, "the Providence Journal, and the Press Enterprise, and owns and operates 20 TV stations, October 1, it was splitting its holdings into two companies: The New AH Belo Corp., to dedicated to the print properties, and Belo Corp., which runs the TV business.
Then EW Scripps said it wouldA similar path October 16, when it announced that it into two companies: EW Scripps Co., which will consist of about 20 newspapers and local television stations, and the EW Scripps, would be composed from Home & Garden Television, Food Network and break Shopzilla .
Around the same time as the Scripps announcement, McClatchy Co., the third largest newspaper company in the United States, said its quarterly profit fell by 55 percent for the third quarter, a result of aWeakening advertising market.
It is clear, traditional media companies suffer from a significant decline in readership and advertising lineage. Many of the dollars once spent on newspaper ads, increasingly, in the emerging new media like the Internet as media consumers log on to online sources to be routed through their world. Therefore, have separate companies like Belo and Scripps have divisions into independent companies to cordon off the drag on their earnings andShareholder value and interest.
These are some of the largest media companies in the nation. If they are not close to be to put the amendment to the new digital media, it is unlikely any other traditional media companies in a position further down the same path it on without some course corrections along the way.
To be sure, the Internet advertising at a considerable drop from the dollar back to the traditional newspapers, television, radio and magazineAdvertising. Another digital media compete for their share of the ad budget is out-of-home advertising, and particularly of home video advertising on digital signage networks.
End of January, the out-of-Home Video Advertising Bureau (OVAB) was officially launched into life with the mission to contribute to the standards and best practices for the emerging shift of advertisers. It was created by many of the largest-of-home video advertising networks to removeObstacles to the growth of new ad medium.
One of the main tasks of the group is to help advertisers and those who plan to work out-of-home video advertising networks, run-together ", buying and evaluating the effectiveness of these media," said Mike DiFranza, president and general manager of Captivate Network, one of the 10 companies that created the group.
The contrast could not be clearer: On the one hand, many traditional media are scrambling to restructure thethey can decouple business units with the potential to be of the sufferings from the re-allocation of profitable advertising dollars to new digital media. On the other hand, a group like OVAB born to the young medium of the out-of-home video advertising in building the advertising "street cred" that the traditional media to help control long ago.
Although there is a long shot, maybe there is a chance for the traditional media and new media, such as out-of-home video advertising networks,to help each other. Why not integrate the traditional media to out-of-home advertising networks in their media in? Certainly, the ability to produce content for the media, they have to sell the relationships with local companies, both the advertising and secure locations for new signs that well on the net, and they have established research resources to assist in the construction of new audience measurement metrics. Conversely, should be, why not emergingAdvertising markets welcome the participation of traditional media that can support their strengths, to exploit the new medium in its maturation?
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