Adam Build at MediaPost has put together a number of up-to-date numbers regarding the internet, television and radio:
•Traditional institutions – like offline media, for a not-so-random example – are under intense pressure. Almost everything they do is filtered though a consumer prism of frustration, skepticism and suspicion.
•Network television viewing continues to tumble. Radio listenership is down as much as 20 percent. Newspapers are only read by the soon-to-be-embalmed parents of baby boomers. Magazine circulation is off nearly as much as its ad pages.
•The only bright spot is the Internet, and I would argue that consumers are not so much choosing to go online as they are retreating there. You see, the Internet is the “comfort” medium of the new millennium. It provides people with control so that they can access what they want, when they want it without having to deal with the traditional offline media’s mandate of what, where, when, why, and how they should read or watch. This empowers people and makes them feel good.
•Tired of Clear Channel-filtered news? There are a hundred alternative sites reporting on the same news from different perspectives. Bloggers add new voices that intrigue and challenge the established media.
•Tired of the playlist on your radio presets? Download and assemble your own music which you can program to repeat your favorite song every 20 minutes if that makes you happy. Or tune in to online radio from London or Budapest. You are in command!
•Unlike TV and radio, there is nothing passive about using the Internet. You are actively engaged and are, by default, a better advertising prospect because you are paying attention.
•Interestingly, almost everything traditional media does to try and recapture its revenue only further alienates consumers giving them still more reasons to head online. Who wants to watch TV for an hour when 20 minutes are consumed by commercials, not to mention those promos that appear on the screen during the show? How helpful is a newspaper ad that you can’t click on for more information or a purchase opportunity?
•The Internet is growing because people are simply not happy with the current distribution of information in this country. They are angry at media conglomerates because they perceive them as impersonal and untouchable. They seem to be part of the dark cloud.
•The Internet is a clear and mostly pleasing alternative. It is information and entertainment power to the people. It makes me feel better just to think about its almost limitless future.
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