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Thursday, February 23, 2006

The Siesmic Shift To E-Media

I recently wrote, the the shift to e-media, in terms of mainstream content providers, has been “seismic,” and for business publications that means leveraging their content — and, in many cases, their newsrooms—for the end user. For some magazines, the structure of the traditional print newsroom and its integration into the digital realm is changing and, in many ways, a work in progress. Businessweek plans to integrate all platforms and has plans to roll out more verticals like innovation/design channel launched recently. But for all of the openings to content delivery it has created, the shift to e-media has caused some obligatory friction in magazine newsrooms among some of the venerable print reporters who are either hesitant or too busy to contribute online content .As can be seenhere,happenings like the USA today combining e-newsroom and print media keep happening. I hold a slightly different view in respect of online presence for major media - online presence advances easy reach and more sales - numerous studies suggest that several consumers look at websites - before making the actual purchase either online or offline. Recenty Dow Jones announced more profits from online compared to traditional media(This in my opinion reflects two things: Online making traditional media reach to larger people and rise of online world can't be resisted - better embrace it -Indications are that combined strength of both online and offline readership of WSJ is larger than traditional print media readership).Retailers can definitely experience that buyers of all trendy and unique things surf online, do their research before any purchase - In the online world through comparison shopping, targetted advertising, promotional schemes, personalisation and preference patterns all provide unique value that can potentially drive offline sale as well quite significantly. Add mobile technologies and online world - the combination can really create deep impact in the offline world. IHT is reporting that Dow Jones is integrating its print and online publications, The plan was a "major first step" in moving away from a system in which properties were organized according to their channels of distribution and toward one in which they are divided by their target audiences. Media companies are facing fundamental challenges" driven by technological change and Dow Jones believes that the new structure as "fully reflecting how people now get their news" - a mix of online and print.

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