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The question for Print Publishers: How can traditional media meet the challenges of the Internet?  Content providers and publishers need to understand and exploit the unique value offered by their medium |
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 Major Points For many years, I have been convinced that it is much harder to see what an exciting new technology deprives us of than to see its strong points. While Internet enthusiasts rave about the capacities of online information gathering, few are actively aware of the decisive impact of screen size on the information presented. It is indeed fascinating to see how a medium which bases its usage on ‘browsers’ is so bad at letting people do exactly that: browse (i.e., flip through a great variety of information in a very short time). Scanning through a newspaper for a few minutes lets a reader pick up a huge variety of information, and make a mental note of things he or she wants to return to later in the day. What’s more, a newspaper reader is offered a very efficient way of storing and discarding this information, simply by ripping out pages. This is one reason why I am convinced that printed newspapers and magazines will not go away. Newspapers and magazines have not really become redundant through the advent of the Internet, no matter how stiff the competition will be (though they are certainly facing profound changes, which may prove fatal for some and will put immense economic pressure on most others). Analysis The point I am trying to make is not really about newspapers, but about how we evaluate technology. There are historical precedents. Put yourself in the shoes of a film producer in the 1960s: TV was the hottest game in town. Nothing else in the entertainment business was quite as fascinating. Many analysts and columnists predicted the end of cinema: movie houses were closing down and it seemed only a matter of time before TV would take over the entertainment industry-lock, stock, and barrel. With hindsight we can see that these pessimistic prophecies were quite unfounded. Sure, the movie business had to evolve and adapt, but it has not gone away. To survive it had to learn to pinpoint the weaknesses of TV, which in the brand-newness of the medium didn’t seem all that important: immersion experience, picture and sound quality and a non-disruptive viewing environment. No matter how big TV screens may have become, the biggest thrills still come from the Silver Screen. For decision makers in traditional media companies there is an important lesson to be gleaned: only redundant things go away. eBooks will flourish but I doubt whether they will replace traditional books any time soon. Online shopping may be a time-saver but it doesn’t replace an afternoon at the mall with the kids. Therefore, if you are trying to stay afloat in a company which is getting heat from the hot new online universe: spend some time understanding every aspect of the experience YOUR medium delivers and enhance the aspects which are unique. It’s usually the little things which count, the details one overlooks. Searching for an item online by filing a query may be fast and efficient but does it give the consumer the same pleasant experience that leafing through a glossy catalog will provide? Reading short news items online is certainly a very efficient way of getting up-to-date with the latest developments out there, but reading long features on the Web does not offer the same user experience and efficiency. Recommendations The essential point here is to embrace and extend. Traditional media has not been made redundant by the Internet, just strongly challenged. The answer to this challenge may not be to scramble to get an online presence, or simply to convert existing content to the Web, but to understand the complete user experience your medium is delivering, and to focus on its unique aspects. 08May2000 ©2000 Pfeiffer Consulting |
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