The Changing Face of Media

There’s an old expression that “everything old is new again” and it seems to be true in the media world. Media options that were considered to be dying in the past few years are now on the rise again. Specifically, print is making a resurgence and advertiser-based television is getting some new life as well.

Since 2017, according to MPA—the Association of Magazine Media, 134 new print publications having a frequency of quarterly or more have been launched. Publishing giants like Meredith have come out with a few, including The Magnolia Journal, a lifestyle magazine centered around Chip and Joanna Gaines, which has already reached a paid circulation of 910,601.

In a recent Adweek article, the reasons given for the resurgence of print have to do with push back from the explosion of digital media over the past few years. Traditional print can cut through the digital noise, giving the consumer a clutter-free reading experience. It is a great way to reach niche audiences who are looking for great content and are willing to pay for subject matter that they are passionate about.

However, print is still one of the hardest media types to determine advertising return on investment, but as part of a diversified media mix, it can be a great way to keep your brand top-of-mind.

The draw with advertiser-based television is that it is “free” to the viewer. Over the last few years, SVOD (subscription video on demand) services like Netflix (https://www.netflix.com/), Hulu (https://www.hulu.com), and Prime Video (https://www.primevideo.com/) have been growing significantly. In the Christian programming arena there are SVODs like PureFlix (https://www.pureflix.com/) and CrossFlix (https://crossflix.com/). Many media companies, including Disney, Comcast, and AT&T have also begun offering subscription-based services.  The problem with these services is that a consumer’s budget can only support so many. Consumers have to choose which ones they will use, thus limiting their viewing options.

Companies like Viacom are addressing this issue by purchasing an AVOD (advertising video on demand) service called Pluto TV (https://pluto.tv/), which becomes another program-viewing option without a price tag.

Video on demand services that are supported through advertising rather than subscriptions tend to air about half as many commercials as traditional broadcast television, so they continue to draw “cord-cutters” and even “cord nevers,” — those who have never watched cable television.

Services like Pluto TV tend to have a younger audience—the coveted 18-34 age group—with over 12 million monthly users. Their video selection is vast and growing with a library of over 2,400 movies and 15,000 TV episodes.

As media options continue to change, sometimes they go full circle and come right back to where they began. Keeping up with the changing face of media is a full-time job. That’s what we do…

In the face of the ever-changing media environment, let Infinity Concepts help you navigate to where you need to go. CLICK HERE or call us today at 724-733-1200.

Paul McDonald

Media Director at Infinity Concepts
Paul negotiates and coordinates all media buys and provides related reporting and analysis.
Paul McDonald
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