The media industry is evolving at a rapidly increasing rate, and this evolution has only been enhanced by the digitalising direction the media sphere is taking, which has been strongly influenced by the development of the e-reader, such as the Kindle, Kobo, and to some extents, the iPad. As Vinota has suggested in her blog, ‘publishers understand they need to make a great deal more revenue from non traditional sources’, and thus the focus will become less on reading material and more about managing these digital trends. Traditional production is not achieving the sales and financial income it once did, and as discussed in N’s article, newspapers and publishers alike are turning to focus on investing in the media and prioritise digital marketing to try and win back sales. Currently, this digital shift is succeeding. However, can this be regarded as killing the media industry, or just shaking it up? Undoubtedly, the media industry will have more challenges to face in the future, but a shift to digital should be something to embrace. It’s facilitating easy learning and leisure, at reasonably affordable prices, via the Internet, and is highly likely to revolutionise education in the coming years. In some cases – the digital platform works wonders for the media industry, because it can act as an advert; those who enjoy the e-book are more likely to purchase a hard copy!
1. Lieb, Rebecca. “What the decline of print means for digital.” iMedia Connection. 24 Jan 2012. Web. Accessed: 24 Jan 2012. < http://www.imediaconnection.com/content/30879.asp >
2. Stone, M, Nel, F and Wilberg, E. (2010) World News Future and Change Study 2010. Paris: World Association of Newspapers and News Publishers (WAN-IFRA).
3. Richmond, Shane. “Apple to unveil ‘digital textbook’ tools.” Telegraph Online. 17 Jan 2012. Web. Accessed: 24 Jan 2012. < http://www.telegraph.co.uk/technology/apple/9020764/Apple-to-unveil-digital-textbook-tools.html>
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