Hi everyoneFascinating to read about the changes going on in the Thai newsroom here and the modern challenges for Thai journalists here.
Of course this just the way journalists are changeing , how about the change in the content itself?
In this great article, called The Pleasure Principle, it described how news media had to re-consider what their readers wanted, rather than what editors thought they needed. It has lead to a revolution in content with the growth of blogs, most viewed lists and consumer driven content now available in most Thai online news sites.
In this great article, called The Pleasure Principle, it described how news media had to re-consider what their readers wanted, rather than what editors thought they needed. It has lead to a revolution in content with the growth of blogs, most viewed lists and consumer driven content now available in most Thai online news sites.
This content is now delivered news via Email/SMS/WAP, and Thai newspapers are now considering how the launch of the iPad will change newspapers and publishing forever.
Interesting times indeed!
Interesting times indeed!
But how are these changes impacting marketers? Here's my take on 4 ways these changes will impact Thai marketers...
1. PR @ the Speed of Buzz: The nature of journalism now means they are always connected, to social media, to global new sources, and the story is always evolving. PR is having to adapt to this new media to make sure it delivers the right news, in all these media and formats, in paid and unpaid media. Thai PR agencies are already undergoing a revolution, as detailed here
2. New Media Formats mean New Ad Formats: Online ads are having to adapt to online sites with more rich media and interaction, WAP sites with very simple executions, and are now having to adapt to the new ad formats for the iPad. The ability to really have fun and engage with content on a touch-screen could be the boost online advertising needs, as described in these 3 ways the iPad will change publications forever.
3. Forget interruption, Try Utility: Even then online advertising is quickly being overtaken in news environments by providing users with widgets and tools, like providing an iPhone app or a game via a newspaper, to help users and get the brand message delivered that way rather than trying to just sell a message.
4. Plan for Location Marketing: iPad and mobile devices will start to dominate newspapers and magazines moving forward. Given their mobility, great Geo-Location Marketing will start to see ads and services being targeted exactly where people are and that will transform the ad industry. Are you ready for that?
Cheers, Rob
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