In the last 10 years,┬á mediaÔÇÖs advancement and┬á itÔÇÖs speed to access every single country is remarkable. Because of the progress in technology, people use digital media in their daily lives and the public prefers to read and write in this limitless, free network. These changes affect traditional news media in a bad way and because of this, we realise the competing atmosphere in media these days. Traditional media faces with the economic pressures from the rise of digital media and media owners too, face the challenge of adjusting to the new digital world. Newspaper sales have declined since the early 2000ÔÇÖs and some have opted in to electronic versions of their publications. New York Times expounded that newspaper circulation falls nearly 9 percent since the same time last year. This example reflects the great change in media in todayÔÇÖs world.
I believe, the future of the traditional media is depressingly unclear, when technology, and the liberty in the digital media, is increasing by the day. ItÔÇÖs getting impossible to stop or decrease the publicÔÇÖs involvement with the digital media. Many people now tend to search for information on internet and new media is rapidly becoming mainstream across the world. The freedom of opinion, advantage of immediate news and a more wide spread audience makes digital media much more rewarding. Blogs on internet, offer low cost web authoring and also, digital media adresses citizens more than traditional media. ItÔÇÖs getting much more attention from a variety of populations from all around. Number of the bloggers worldwide is now 184 million and this number is increasing day by day. Also some 44 percent of online users get the news at least a 3 times a week through emails, automatic updates, or posts from social networking sites. In 2009, Twitter’s monthly audience increased by 200 percent.
Today, there are big companies which keep business afloat for media. But little by little, these big companies are faced with economic pressure and become affected from the rise of digital media. ÔÇťTraditional press releases do not seem to work these days.ÔÇŁ says Todd Defren, Principal of SHIFT Communications and father of Social Media Release. Newspaper circulation has been in decline for many years, but the drop accelerated in 2007 and even more rapidly through the recession. Changing revenue models for online news, like donations, advertising, and subscriptions obstruct traditional media to raise and make money for their companies.
Media needs democratic discussion and needs to become valid at the same time. But unfortunately, these two types of media (traditional and digital) are in a┬á competition and both of them have deficient sides. Readers will continue to view traditional media as a reliable, steadfast source of information. But, the shift to the Internet as our main and most accessible source of news and information is becoming evident. The power of new media continues to grow rapidly and itÔÇÖs becoming impossible to stop this network powerhouse.