As technology and media constantly becomes more and more sophisticated and advanced, people want to stay updated and in with the “new”. Our world seems to be on high speed, always racing through life, which reflects exactly how people act with their media usage. They want the next best device that will inform them as fast and easy as possible which is why the Internet is taking over the print industry. Instead of waiting a week for a new issue, the Internet has multiple outlets of information in just a few seconds. So can the print industry survive?
To improve circulation, the magazine and newspaper companies figured out a way to keep revenue flowing, even though it had diminished since the Web became so popular and reliable. Not only has print companies reduced ad dollars and some have also switched their articles to the Web, demassification has become a popular process. This process involves media narrowing it’s focus on audience niches. Instead of creating a general printed media for thousands of diversified people, they specify their audience by focusing on one topic in which there is a common interest. An example of that would be Dance Spirit magazine which only directs it’s sales on dancers and choreographers. Also, advertisers have benefited since they can direct a certain product to a narrowed audience who is more likely to buy the product that is related to their interest. Overall, this method impacted the print industry by ultimately creating profit for the companies and allowing print to survive.
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