The Evolution Of

Traditional Media
to New Media
A. PREHISTORIC AGE
B. INDUSTRIAL AGE
C. ELECTRONIC AGE
D. NEW (INFORMATION) AGE
April 14, 1912?

Answer: The sinking of RMS

Titanic, one of the deadliest
peacetime maritime disasters in
history
If the Titanic sank in the Atlantic
Ocean, how did the news reach the
people in England and New York at
that time?

 Through telephone, letter,

newspaper, etc.
 telegraph and telegrams for fasters
means of communication during that
time.
If the Titanic sank today, in what format
will people receive or read the news?

telephone newspaper
letter

radio
TV
internet
E-mail

text
1. Prehistoric Age – People discovered fire, developed
paper from plants and forged equipment or weapon
through stone, bronze, copper and iron.
2. Industrial Age – People used the power of steam,
developed machine tools, established iron production
and manufacturing of various products (including books
through the printing press).
3. Electronic Age – People harnessed the power of electricity that
led to electrical telegraphy, electrical circuits and the early large
scale computers (through vacuum tubes, transistors and integrated
circuits). In this age, long distance communication became
possible.
4. New (Digital) Age – People advanced the use the microelectronics
in the invention of personal computers, mobile devices and wearable
technology. In this age, the Internet paved the way for faster
communication and the creation of the social network. Moreover,
voice, image, sound and data are digitalized.
Traditional media is dying?

Traditional Now I want you to

media is still
very much alive think back about
and well… the last 24 hours of
your life….
How many of you
have watched a TV
show, whether it was
on the TV or your
tablet/smartphone?
How many of you
drove to
work/study and
listened to the
radio?
While you were
on your way to
school/to market,
did you see a
billboard?
If you were able to
answer yes to at least
one of those questions,
if not all of them, and it
is further proof that
traditional advertising is
not dead!!!!!
What is traditional media?

traditional media refers to: we

are talking about media
channels such as
television, radio,
print, and out-of-
home
Let’s take a look at
the different
channels and how
they are evolving….
 Television
TV advertising has still proven to be a highly
relevant channel.
two studies by Turner Broadcasting, which show
that TV is the most powerful business driver for
advertisers, and TV is a significant driver of social
media engagement.
1. In Nielsen’s recent Q1 2016 total audience
report, television continues to have the
highest reach out of all media when you
combine live plus time-shifted TV.
Television
 To stay relevant, the TV advertising industry
is answering back by gradually shifting its
focus from traditional mass targeting to
specific data and audience-driven TV
advertising, such as programmatic and
addressable TV advertising
 Experts are projecting that by 2019,
programmatic TV will account for $10
billion of TV budgets compared to the $2.5
billion that was spent in 2015.
 Television
Another important evolution in the world of

television is the penetration of subscription-
video-on-demand (SVOD) programming (Netflix,
Hulu, and Amazon Prime), which is now reaching
50 percent of U.S. households, according to
Nielsen. Viewers can watch what they want,
when they want.
 TV networks are recognizing the appeal of
SVOD and actively creating new distribution
channels of their own such as branded apps
and websites in order to distribute their
programming to viewers.
Radio
 Behind television, radio has the second highest reach
of all mediums

According to Nielsen, on average, radio reaches

nine out of 10 millennials each week

Some marketers will argue that radio is the most

effective way to get your message across due to the
fact that radio listeners are more tuned in and have a
higher ad recall

Local radio, also known as terrestrial radio, still

remains strong and is the main source of advertising
revenue for this channel
Radio
the radio industry has done a great job

adapting to the digital shift of
consumers by creating a strong online
presence
 Streaming radio services such as
Pandora and Spotify have created new
and exciting advertising opportunities
that allow you to reach highly targeted
consumers when you want and where
you want
 Print
o the print medium has suffered the most
 as the industry was slow to adapt to
the digital shift of consumers
• Many have turned to free news sites
 large news outlets publications have had
have done a great  generating to put more of a focus
job of this and have ad revenue on relevant and reliable
managed to drive through content in order to
online reach a larger audience
large volumes of video and and boost their search
traffic to their site display ads engine visibility
 Out-of-Home
(out-of-home advertising)
 is billboard advertising
 are limitless opportunities in the
world of OOH advertising
 From billboards to transit advertising
 putting your message on
the back of a bathroom
stall
 allowed marketers to
reach consumers pretty
much anywhere
Out-of-
Home
Digital billboards
 One of the biggest breakthroughs
in recent years

 have brought significant

advantages to advertisers

 Businesses are now able to tailor their

messages more effectively by having the
flexibility to easily swap messaging in and out
 In summary:
traditional media is far
In this digital age, it is from dead but rather is
important to focus your evolving to meet the needs
marketing strategies of consumers
around delivering the right
message at the right time traditional media channels
and in the most engaging have been able to evolve
way possible and adapt to this digital era

traditional media they are able to provide

the advertising opportunities to help fulfill
these strategies
 Activity
 1. Form group of six members. Using the manila paper and
markers, the learners will provide answers for the table below:
Ages What devices did What devices did What devices did
people use to people use to store people use to share
communicate with information? or broadcast
each other? information?

Prehistoric Age

Industrial Age

Electronic Age

New (Digital) Age

2. Group reporters will be play the role of busy bees