Integration of New Media

Beside the classical areas of activity – the production of print media – other services are becoming more important. Hence the design of print media, the creation of multimedia products (CD-ROMs, Internet sites, print media in combination with electronic media, etc.), consulting services, and individual training are being requested more and more by the printing and publishing industry. The increasing power of electronic media (especially CD-ROM, Internet) will increase competitive pressure on the print media and partially replace print products while at the same time creating new print jobs.

Despite strong growth in electronic media, the market for print media remains large and attractive since a high proportion of the ever-growing advertising expenditure flows into print media, and the demand for print and electronic media especially worldwide is increasing.

The trend towards increasing advertising expenditure

in print media is shown in. North America and Europe show moderate growth with rates of 3.1% p. a., and 4.6% p. a. respectively. In Asia advertising expenditure in print media is rising by 6.1% p.a.

The regions of greatest growth, admittedly starting

from a low level, are Central and South America and

the rest of the world with two-digit growth rates per

year.

As the Internet continues to grow, the sale of goods

and services via data networks is increasingly regarded

as a new method of generating sales by many businesses.

The customer is able to choose from an almost

unlimited range of goods 24 hours a day. All that is

needed is a PC, which the customer uses to connect via

modem to the net.

In 1997 the Internet was used by around 90 million

people. By the year 2005 it is projected that there will

be more than 400 million users. According to a study

by Active Media Research, New York, three thousand

companies interviewed worldwide said that annual

turnover for online shopping via the Internet had increased four-fold. By the year 2001 the turnover from

trade on the Internet (electronic commerce) is expected

to have reached a level of US dollars 220 billion,

equivalent to about 1% of the volume of world

trade. Eighty percent of this is made up of transactions

between individual companies (business-to-business).

Even large, globally active businesses are still making

little use of the opportunities the Internet has to offer.

There are large global differences as far as online connections but also use of the Internet are concerned.

With the exception of the Scandinavian countries, Europe lags far behind developments in North America.

At the turn of the millennium Internet users are creating great problems for advertising agencies.In about 80% of cases they are male, around thirty years old, educated, and have a passion for computers. Sixty percent of all users visit fewer than ten web sites per month. Hence it is impossible for advertising agencies to reach a particularly differentiated target group, in contrast to the possibility of targeted advertising messages in individual print media. Whether and at what rate the Internet is exploited depends to a considerable extent on the acceptance of the new technologies by a broad population base.

The result of this survey shows that the majority

of the population expect to be making at least as

much and possibly even more use of print media. This

positive correlation in the use of new and old media has been established by several studies. The combined use grows proportionally with the level of education. Hence, from the point of view of the user, there is no indication that by 2002 the Internet will cover substantial parts of the print markets.

History has demonstrated that the “new media replace

old media” theory did not hold true in the past:

1990s: The Internet was to replace printing.

The fact is that print is still a dominant medium and is

continuing to grow.

Besides the Internet, the CD-ROM also has an important part to play. These powerful data carriers, on

which a wealth of product information, pictures, video

sequences, etc. can be stored easily and cost-effectively, have already firmly established themselves as a part of everyday life. However, as soon as the necessary infrastructure is in place and covers a large geographic area, the Internet should reduce the popularity of the CD-ROM as a medium for data transfer.As a medium for storage, the CD-ROM will be replaced by more efficient media.

We can very easily imagine so-called hybrid forms

appearing – that is, combinations of various media

such as magazine and CD-ROM, Internet and CDROM, or Internet and print. In other words: multimedia information transfer.

LECTURE 2

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