We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online 73.3% of those surveyed believe that the print media have received a “devastating blow” It gives the feeling that, whatever is written, Guam Email List  when taking stock of what is happening and the reality with which the year is closing, there is no choice but to start by saying that the coronavirus has changed everything. It is almost the common place where you have to end up to talk about anything and the media were not going to be the exception to the norm. In fact, the change in the media has been remarkable. The coronavirus crisis has accelerated previous patterns and created new problems. If the economic crisis of 2008 was a before and after for the media ecosystem, that of 2020 – no matter how sanitary it is in its origin – will also do it. The media saw how the rules of the game and user behaviors changed already during the crisis itself, from the first weeks, when audiences soared and when, on the contrary, the advertising market collapsed. Television is the best example of this situation: in those months it closed its all-time highs for viewing hours and, despite this, it did so with lows in the interest of advertisers. Although, as Damian Radcliffe of the University of Oregon explains , and who has made a report on the effects of the coronavirus on the media that Nielsen collects, it is still too difficult to take stock, the crisis has changed many things for the media.

Media shutdowns and layoffs have been recurring news in recent months, in which headlines of all kinds and in all markets have closed. Even so, not everything has been bad and the bad has not been for everyone. Radcliffe has defined two large groups. There are the media that have managed to close this period in reality with improvements, gaining audiences and increasing subscribers (it happened to The New York Times , which gained more than half a million paying subscribers during the crisis). They are the great achievers, who are in general heads of certain previous prestige. In front of them, are the media that have lost, that have starred in shutdowns and layoffs. This last type of media is the one that generates the most insecurity among journalists and about the future of the media. Another study makes it clear that journalists fear that 2020 the media will come out with much more precariousness. 48.9% of European journalists believe, in fact, that their work is in some danger and 16% believe that it has a good chance of that happening, according to data from the study of the Group of Young Professionals of Worldcom PR Group.

73.3% of those surveyed believe that the traditional print media have received a “devastating blow”, as they explain in a statement on the conclusions of the study, because of the pandemic. Is reliance on advertising over? Possibly, all this precariousness is closely connected with the collapse of advertising budgets. Returning to the conclusions of the study by Damian Radcliffe, the expert from the University of Oregon, there has been a cause-and-effect relationship. With the smaller marketing and advertising budgets of brands around the world, one of the media’s crucial revenue streams has suffered. This contraction in the advertising market is also causing the media to migrate to new models. As the expert points out, it is making them have no choice but to pivot from models based on advertising to models supported by other sources of income.

The future, therefore, could be full, we add, of new subscription models and new premium formats. Digital transformation and the media The other great process that the coronavirus has brought, as it has happened with practically all sectors of the market, has been to promote digital transformation. For the media, this has been marked by more time in front of potential users’ screens (although, as they recall in Nieman Lab, this does not always imply more news and media consumption). If to that we add the power of internet advertising this year , you can have the whole picture. Worldcom PR Group’s European study also notes that journalists feel that the digital transition has accelerated during the pandemic. 83% of those surveyed say that they consider that the future of journalism will involve online content, social networks, podcasts and online video content.

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