NotesFAQContact Us
Search Tips
ERIC Number: ED306624
Record Type: Non-Journal
Publication Date: 1989-May
Pages: 22
Abstractor: N/A
Reference Count: N/A
The Changing Economics of the "Old" Media.
Jassem, Harvey C.
This paper examines how the new communication technology is challenging the "old" media, which includes radio, television, newspapers, magazines, and motion picture. The paper first provides an operational functional description of each of these media. Next the paper suggests another way to look at existing media. The paper then describes and discusses advertiser-reliant media, subscriber-reliant media, and advertiser/subscriber reliant media. Changes in the media environment are listed, such as more media choices for the consumer, more payment mechanisms for various media outlets, greater specialization as selected by the user, changed content and incentives of existing media, and different media use patterns by all users which, in turn, will necessitate new tracking/measurement schemes. The paper concludes that the "old" media will continue to serve their audiences (both subscribers and advertisers) for the foreseeable future but that they will operate in an ever-changing environment, characterized by more competition and changing desires, opportunities, and experiences on the parts of all participants. Twenty-one notes are included. (MS)
Publication Type: Speeches/Meeting Papers; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A