The reaction of audience to new media: a new share of the Media consumption?

Résumé du document

When a new product enters a market and succeeds in meeting the needs of consumers, it upsets the traditional market and changes the habits of the consumers. Concerning the new media uses in a global world, I choose to focus on the reaction of the audience to the introduction of Internet and free dailies, which prove to have become successful new media in a few decades. We talk about a new media consumption since their introduction into the Mass Media Market. How habits change? Are these new media a replacement of the traditional Mass Media (TV, Radio and Press)?

Extraits

[...] People reading news on the Internet was mostly before interested in news through traditional media, mostly newspapers (Bergström, 2006). On the contrary, three kinds of readers of free dailies exist: the “substitution”, “cumulation” and readers” categories (Picard, 2001). This means respectively that the audience did read newspapers but now only a free daily, read both or did not read newspapers before but now read a free one. The last category is profitable for the newspapers market because this attracts new consumers for example for the weekend market- most of free papers are sold only on weekdays. [...]

[...] They prove to be very successful and are in some countries very competitive. For example, the market share for free dailies was 43% of the press market in Iceland in 2002(Bakker, 2002). Their economic success can be explained by their “cheap distribution system- mostly through the local public transport system”- and their “small editorial staff” (Bakker, 2002). Confronting the new competition from Internet and free dailies, the Press feared to loose its audience and is likely to explain the declining readership by the existence of those new media. [...]

[...] However, habits change very slowly in the average of the population because they are correlated with our familial education and our way of life, which do not change as easily as technologies do. Nevertheless the young population seems to be attracted by these new media and their consumption of traditional media decreases in favour of the new. If traditional media do not reform themselves to attract the young population, the emerging new generation of media audience will remain in the long-term. The advertisement could so focus more on this new media and traditional media risk to encounter sever problems to stay alive. [...]

[...] 167-172. In International Journal on Media Management. Vol no 3 Wadbring Ingela (2007) The Role of Free Daily in Segregated Societies pp. 22 In Carlsson, Ulla (Eds.) Forthcoming. [...]

[...] Bibliography Bakker, Piet (2002) Free Daily Newspapers-Business Models and Strategies pp.180-197. In International Journal on Media Management. Vol no 3 Bengtsson Eva (Ed.) (2006) Media Developments. Haninge: The Swedish Radio and Television Authority. Bergström Annika (2006) Changing Habits? Swedish Readers in Transition pp. 1-14. Paper presented at the COST A20 Conference: The Impact of Internet on the Mass Media in Europe, Delphi, Greece, 26-28 April 2006. Picard, Robert G. (2001) Strategic Responses to free Distribution Daily Newspapers pp. [...]