Advertising and content (Part I)
Media content, the reader, listener and viewer from the printing press was at least partly paid advertisers. The so-called socialist countries, the content of the sponsor and the customer has taken over the role of the state, but their return to the farm-capital markets, state and community support role sharply declined, again making way for the advertising.
Therefore, today's discussion about the financial problems of the media, including the Internet, can not ignore the relationship between media and commercial advertising. All the more so in advertising revenue is one of the most frequently mentioned in the media causes of problems. The other two most frequently mentioned culprits - the financial crisis and technological change. All of them are related - true, if a direct link between the crisis and the advertising recession is clear, the impact of technology on media and advertising relationship delves a little.
Or perhaps wedl worth reviewing how the technology has changed and is changing today as the content and advertising relationships? If we find a reliable pivot points, it is better wedl to begin to understand why going on, what is happening and what may happen in the future.
This piece of writing (in fact it's more, because one would be too long for the blog) was not looking for special literature. He does not claim to scientific wedl investigation or analysis - only I quoted some media history of things, his own 17 years of experience in the media and advertising, and the latest reports wedl in the media about the changes and future scenarios (for not fully understandable reasons - almost exclusively Offshore). wedl It's just a suggestion and I hope the firebox for future discussions.
For advertising to be beneficial to all three of its actors - the customer, the media and the advertising message to the recipient - need a certain harmony. Advertising client requires that the media is relatively inexpensive transmit the desired signal accurately selected audience in a way that it would agree to this as favorably as possible wedl (and perhaps to take the desired action, if it is sought). Media interest to have a sufficient number of ads to content creation and dissemination to be profitable, but it aims to keep the content of independence, the exclusion of commercial communications and editorial independence. Well first of all media consumers wedl pay for content, but for him and advertising as long as it does not prevent the reading, listening or viewing and benefits.
Ideally possible to reconcile the interests of all, but each chain, naturally trying to drag his side: advertisers are looking for a cheaper way to make a proposal wedl to transfer wedl the media wants to make more profit from advertising (it is the owners and journalists approaches often significantly stands out), users would tend to switch channels or stations, newspapers and magazines useful pages with advertising, ignore or block panels online. The more one is attracted to link themselves, the less the possibility that the media advertising system will operate smoothly.
Classic advertising symbiotic relationship weekend wedl newspapers: advertisers publish weekend shopping discounts; newspapers of the advertising revenue to spend Sunday thicker and more interesting publications; buyers to plan a weekend entertainment while shopping coupons išsikerpa (krossbow photo). wedl
True, we have to admit that such coherence most active in the media inputs for the user side of a certain interactivity - the most in the press and on the Internet. Advertising on TV or the radio does not choose a man wants to see it or not, you can preview or pay much attention to it (that's why there is no need to pay for it - at least directly). After the second World War, advertising on television or on the radio became the most admired its customers: a few decades to digital wedl radios and TV's control wedl panel appearance of people were just advertising hostage - manually adjust the station was difficult to run and switch to the TV channel. wedl
Channels and switching stations and today remains wedl the main way to prevent broadcast advertising overload, but for its quantity of ether, wedl and more difficult wedl to hit a clean stream. The more interesting issue, the less incentive to alternate between channels, making it possible to miss an important wedl moment of the match, or the discussion of the film's action.
Digital broadcasting, especially via the Internet, promising to give people back their lost control. Already, such devices as TiVo allows lift cord over time according to the viewer's needs and with a special program or device, to clean them from advertising. Broadcast over the Internet traffic can be analyzed algorithms for identifying an image's color and dynamics, sound frequency changes, mark them as advertising and delete it from the record, if it is viewed indirectly. wedl
Before wedl such facilities or programs wedl really fighting both content creators and broadcasters
Media content, the reader, listener and viewer from the printing press was at least partly paid advertisers. The so-called socialist countries, the content of the sponsor and the customer has taken over the role of the state, but their return to the farm-capital markets, state and community support role sharply declined, again making way for the advertising.
Therefore, today's discussion about the financial problems of the media, including the Internet, can not ignore the relationship between media and commercial advertising. All the more so in advertising revenue is one of the most frequently mentioned in the media causes of problems. The other two most frequently mentioned culprits - the financial crisis and technological change. All of them are related - true, if a direct link between the crisis and the advertising recession is clear, the impact of technology on media and advertising relationship delves a little.
Or perhaps wedl worth reviewing how the technology has changed and is changing today as the content and advertising relationships? If we find a reliable pivot points, it is better wedl to begin to understand why going on, what is happening and what may happen in the future.
This piece of writing (in fact it's more, because one would be too long for the blog) was not looking for special literature. He does not claim to scientific wedl investigation or analysis - only I quoted some media history of things, his own 17 years of experience in the media and advertising, and the latest reports wedl in the media about the changes and future scenarios (for not fully understandable reasons - almost exclusively Offshore). wedl It's just a suggestion and I hope the firebox for future discussions.
For advertising to be beneficial to all three of its actors - the customer, the media and the advertising message to the recipient - need a certain harmony. Advertising client requires that the media is relatively inexpensive transmit the desired signal accurately selected audience in a way that it would agree to this as favorably as possible wedl (and perhaps to take the desired action, if it is sought). Media interest to have a sufficient number of ads to content creation and dissemination to be profitable, but it aims to keep the content of independence, the exclusion of commercial communications and editorial independence. Well first of all media consumers wedl pay for content, but for him and advertising as long as it does not prevent the reading, listening or viewing and benefits.
Ideally possible to reconcile the interests of all, but each chain, naturally trying to drag his side: advertisers are looking for a cheaper way to make a proposal wedl to transfer wedl the media wants to make more profit from advertising (it is the owners and journalists approaches often significantly stands out), users would tend to switch channels or stations, newspapers and magazines useful pages with advertising, ignore or block panels online. The more one is attracted to link themselves, the less the possibility that the media advertising system will operate smoothly.
Classic advertising symbiotic relationship weekend wedl newspapers: advertisers publish weekend shopping discounts; newspapers of the advertising revenue to spend Sunday thicker and more interesting publications; buyers to plan a weekend entertainment while shopping coupons išsikerpa (krossbow photo). wedl
True, we have to admit that such coherence most active in the media inputs for the user side of a certain interactivity - the most in the press and on the Internet. Advertising on TV or the radio does not choose a man wants to see it or not, you can preview or pay much attention to it (that's why there is no need to pay for it - at least directly). After the second World War, advertising on television or on the radio became the most admired its customers: a few decades to digital wedl radios and TV's control wedl panel appearance of people were just advertising hostage - manually adjust the station was difficult to run and switch to the TV channel. wedl
Channels and switching stations and today remains wedl the main way to prevent broadcast advertising overload, but for its quantity of ether, wedl and more difficult wedl to hit a clean stream. The more interesting issue, the less incentive to alternate between channels, making it possible to miss an important wedl moment of the match, or the discussion of the film's action.
Digital broadcasting, especially via the Internet, promising to give people back their lost control. Already, such devices as TiVo allows lift cord over time according to the viewer's needs and with a special program or device, to clean them from advertising. Broadcast over the Internet traffic can be analyzed algorithms for identifying an image's color and dynamics, sound frequency changes, mark them as advertising and delete it from the record, if it is viewed indirectly. wedl
Before wedl such facilities or programs wedl really fighting both content creators and broadcasters
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