| The change in business model that is assuming the transition from traditional media to digital is changing its structure and how to present information on the Web .
This is shown by the study "The English media reporting daily on the Internet" held by Vector Software Factory (Vector SF), a company specializing in developing advanced software solutions with a long history of publishing. The analysis shows how changing habits of readers, and the growing importance of networks social and spaces that bring together much of the Internet traffic, have led to online media to attract users in such areas. In fact, your participation is the main argument of differentiation with traditional strategies of dissemination and marketing of information.
The study, which analyzed nearly a hundred media, reveals that 75% of the daily media in the network already has an official presence on Facebook, and more than 76% have opened at least a profile on the Twitter microblogging service, from which shares news or exchange opinions with readers.
Moreover, the improvement of mobile communications and increased market share of smart phones or "smartphones" are also impacting on growth strategies of the media. While only 35% have a WAP portal itself, 43.75% and has an application for direct access from terminals iPhone or iPod Touch from Apple.
As regards traditional media and online media digital natives, the former located above the latter in some key metrics such as the use of active profiles on Twitter, the availability of proprietary applications for iPhone, the possibility of comment on any news or mark it, and even creating their own blogs. The increased availability of resources against human and technical means 100% digital, in many cases, does not currently the most established media groups to introduce more options and tools on their websites, largely explains this fact.
The reader as a prescriber of digital media
reader
intervention in the dynamics of media also affects the way information is distributed. Beyond the news forwarding by email (available option in the 78.75% of cases), Internet users have developed new mechanisms for selecting and reading the news of his interest. Many use spaces where the vote is indexed and information of their own choosing, highlighting the most popular. To facilitate these services, digital media have built massive English direct links from the news. The most popular is Digg, present in 73.75% of the daily media, followed by Del.i.cious at 68.75%. Facebook (66.25%) and Twitter (53.75%) are among the most widely used social media to share holders, well ahead of others like MySpace (20%) or the more recent Google Buzz (7.5%).
The network's success has led to mainstream media as a majority language, tools and services of the Web 2.0 to develop a new consumer model of information. Over 70% of the English media can add comments to news, but just over 12% of them do so in all cases. Although over 62% carry out surveys online readers entity, only 32.5% of the sites have other opportunities for direct participation, such as interviews with current or discussion forums.
comment
addition, 45% of the media invited to qualify or rate the usefulness of the information. If it is journalists who determine, in accordance with professional criteria, which information must be newsworthy and how they stand out and ordered in digital editions, means have given up part of that capability to users through the use of lists of top stories, present in over 63% of the cases analyzed. Along with breaking news (50%), 35% published rankings with the most commented articles, and 25% have similar listings to the most valuable news, that no longer respond necessarily to current criteria. Thus, the reader has become a key element in the selection of the news and on the main prescriber for the rest of Internet.
multimedia contents and value
The incorporation of aesthetics and language of the Web 2.0 world of information online can be seen in the proliferation of blogs in these spaces. 72.5% have their own blogs, and 15% offer the ability to create your own blog for users, web-hosted environment.
The written notice coexists naturally with multimedia content and value added services that are transforming the online media in general portals. SF Vector study shows that 86.25% of the analyzed sites offer video content playback ("streaming"), and more than 42% also includes audio files.
"Over the past year, we've seen a noticeable increase in social activity of the media online, "says Javier Mazo, head of the publishing sector and Vector Media SF." The reading habits of Internet users, little faithful to a single source of information on the Web thanks to the easy access to it and the many choice options are, is forcing the media to reach out to the user. This encourages greater use of 2.0 services like social networking, and promotion of such tools to encourage readers to share news and drive traffic to the portals. Individual information and takes precedence over the very medium which broadcasts "he adds.
on Via @ THESLOGAN Twitter |
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