Program Notes
The first episode of New Media Currents is in
documentary format. Special
guests are Dr. Christopher Sterling, Professor of
Media and Public Affairs at The George Washington University and
Dr. Mirium Smith,
Associate professor of media management and law San Francisco State
University.
Future episodes will use interview format.
Welcome to New
Media Currents, I’m your host John Houghton. On this program we
consider media trends, and how businesses can take advantage of the
latest developments in Media.
Sterling:
In the last 10
years the audience for prime time network TV has dropped by half.
It is still a huge audience, it is still perhaps the largest
single audience, particularly for very popular programs, but now
people are watching cable, their listening to their own DVDs.
They’re on the web, they’re using the internet, they’re using
computers, there’s so many things people can be doing now.
Traditional
media such as TV, Radio, Magazines and Newspapers are becoming less
effective at reaching consumers and are being displaced by newer
media such as the internet, video on demand, podcasting, blogging,
and video games. The pace of media innovation is continuing to
increase as the time it takes for an idea to move from inception to
adoption has never been more rapid and promises to quicken even
further from today’s pace.
To be successful
with a new medium or any new technology it is vitally important to
understand its history and context. Many people go ahead with new
technologies and fail because they lack the history and context to
understand the basic trends that repeat themselves through time. In
this first episode we will review the history of major media trends,
which will give you insight into identifying future trends and their
subsequent social impact. With this information you will be able to
glean insights on how to position your company to take advantage of
the opportunities with new media in this marketplace.
Chris Sterling,
Professor of Media and Public Affairs at George Washington
University offers this definition of media.
Sterling:
It is some intervening
piece of technology in between two people communicating. A mass
medium is one entity or one place communicating to a lot of people
or places at a time.
For many, printing
was the first form of mass media. Johannes Gutenberg is considered
the inventor of western printing in 1450 with the movable type press
but it wasn’t until hundreds of years later that it’s impact on
society was felt. Dr. Miriam Smith, Associate Professor of Media
Management and Law San Francisco State University says the impact of
new technology isn’t always immediately apparent:
Smith: When you look at
the printing press, the movable type, and it was developed back in
what the fourteen hundreds, but we don’t have a lot of the social
revolutions until even the 1800s. So centuries went by before
people really realized the implications.
The distribution of
the printed word had far reaching effects on society. Before
printing, the common person in society was relatively powerless,
because they didn’t have access to information.
Frequently, when something is done better,
faster or cheaper, society moves forward. By distributing
information quickly, widely and inexpensively, the press served as a
catalyst for unprecedented innovation and social change. The
reformation of the church, the renaissance, scientific advancement,
and discovery of the new world, were all expedited by the printing
press.
Sterling:
Absolutely, printing had a
huge impact on society, Guttenberg is the man who is usually
credited from the western Europe, Over let’s say the next 100 to
150 years, the printing press had an amazing impact because of
several things happening at the same time, the reformation, meaning
the fight against the established Catholic Church. Sort of the rise
of Protestantism of northern Europe was speed greatly because of the
press.
It was speeded simply that
more people could find out about what was going on whether were
talking about the reformation or talking about other things. More
people could find out faster and more cheaply because the printing
press made it possible to make multiple copies, for example, Martin
Luther’s famous theses, his argument with the Catholic Church, he
pounded on the door of the cathedral was widely reported and made
available, such that what he did in one town had a huge and almost
immediate impact in many other towns. And without the printing
press it would have taken far longer. It also had an impact on
the discovery of the new world. With people finding out what was
going on. It had a dramatic impact on the speed with which science
and scientific discoveries were passes on to society. People found
out much more rapidly than had been the case before the press.
With information moving more quickly
through society, social change continued to progress until the
advent of the what many consider to be the first mass medium, the
penny press in 1830, which came 280 years after the invention of the
movable type press. Newspapers previously had small distributions,
were expensive, and mainly reported news, which many considered
uninteresting. A man named Benjamin Day capitalized on a
revolutionary idea for a new paper.
Sterling:
The real
definition of mass media or modern mass media starts around 1830
with what’s called the development of the penny press in NY. Which
were newspapers that only cost a penny. Newspapers up to that cost
5 or 10 cents which in 1830 was serious money. They were filled
with news that was about politics or government. Serious stuff, and
boring as tears to most people. A man named Benjamin Day started a
newspaper called the New York Sun, I think it was 1833, and it not
only cost a penny, and therefore was more available to a broad
variety of people, it’s what he put into the paper than made a
difference. He was purposely trying to communicate to as broad an
audience as possible. He had human interest news, he had sports
news which had never been covered before and maybe best of all for
some readers he had scandal and that will always work.
After printing, the
next big change in media was the invention of Radio. Just as the
evolution of printing has parallels to the evolution of the web,
some say that the evolution of podcasting has many parallels to the
evolution of radio.
In 1856, James
Clark Maxwell proved the existence of radio waves which was one of
the first steps that lead to the invention of the radio; however, it
wasn’t until the 1920s that the technology became widely adopted.
In this case, the time from discovery to adoption has shortened to
about 70 years. Radio gained over newsprint, because distribution
of news to rural areas could now be immediate. Marconi often
gets credit for the invention of radio, but he actually pulled
together the inventions of several others, including James Clark
Maxwell.
As is the case with
many discoveries, it takes time and opportunity to find the best
application for a new technology. Many promising ideas and
technologies are discovered and lie in wait for an application.
This was also true with radio, where people at first didn’t see much
use for wireless communication until one of the largest disasters of
the twentieth century.
Smith: One of the big
events in the history of radio was the sinking of the titanic. It
happened in 1912 and it demonstrated the power of radio. All of a
sudden, here was this technology that was useful in finding out who
many have survived that disaster.
As radio began to
prove it’s worth, it moved from broadcasting Morse Code to carrying
speech and music. The first radios in the early 1920s were very
expensive, in today’s dollars, costing about the same as a big
screen TV. Some hobbyists were able to get around this cost by
building their own radios and the first radios worked only on
batteries, and required the listener to wear uncomfortable
headphones.
There are many
close parallels when comparing the early audience of radio to the
early audience of podcasting.
Sterling:
As it does for most media,
the early audience, well for most technologies, the early audience
was male, first of all, in the very beginning, it tended to be a
more prosperous male, because to buy a ready made radio would in
1922 cost you a hundred dollars, you’ve got to multiply that by at
least 10 for today’s monetary values. That cut off lots of people
right away. If you made your own radio, you could do it a lot less
expensively. So you start with a male audience primarily. You
start with a radio hobbyist audience interested in the technology.
Ham operators, short wave folks were then the most interested and
most important radio people. Women become interested, women are
involved in the history of radio all the way through, but they
become more involved by the mid 20s as it gets a little easier to
deal with the equipment.
So it was
primarily a large city thing and it was most particular to younger
guys.
In 1927 to 1928 a
number of things happened to speed the adoption of radio. National
networks were formed and connections between stations were made via
phone wire; the notion of a program with a beginning middle and end
was born; advertising on programs began to be accepted, and the
technology became easier to use:
Sterling:
The audience was hugely
helped in growing and becoming wider and many more women interested
in radio than had been at the beginning. Because by 1928 you could
go out and by a radio that you would take home and plug in and turn
it on and you listen through a speaker. You didn’t have to have
headphones. You didn’t have to deal with batteries, you didn’t have
to deal with the technology. It became a piece of household
furniture.
Radio was the
dominant medium from the 1920s until after WW2. People owned them,
crowded around them in their living rooms, in restaurants, public
places, and relied on radio as a primary source of news and
entertainment. Radio started as a news delivery medium, but evolved
to become primarily an entertainment medium.
A common theme in
the evolution of media is when a new medium evolves, the incumbent
medium is threatened.
Sterling: Print was
scared of radio. Print and Hollywood, the motion picture business,
both looked at radio first as a fad, that it probably wouldn’t last
and who cared. There was something called the newspaper radio
war in the 1930s. Nobody got shot but the newspapers then
controlled the distribution of news in this country. They
controlled the Associated Press. And the other news agencies, there
were then several. They called a meeting that included the then
relatively new radio networks, they were only about five years old.
They essentially handed down the law. They said if you want to
use any of these standard sources of news, you are now going to be
limited. You will be limited to one newscast maybe at nine in
the morning then another one at nine at night, they can only be five
minutes long, they can't be advertiser supported, they can only give
a line or two about the story and then follow up and say see your
local newspaper for further details. There were other things,
some newspapers stopped printing radio schedules, because they were
promoting a competing media.
After radio, the
next big change came with Television. The first television
broadcast was made by Charles Francis Jenkins in 1925, and companies
that had made fortunes in radio were preparing for the commercial
success of television that was to come in the late 1940s. The first
televisions were not electronic but mechanical.
Sterling:
Television starts with a
mechanical system, totally unlike television that we know today.
Literally, they had mechanically moving parts that helped create a
very crude picture. A picture that was 10% as good as the kinds of
pictures we know and see today.
By the 1930s
commercial TV began broadcasting in the US, and in November 1936 the
BBC was the first to put regular programming on the air. The US
followed in 1941 and color TV started to become available by the mid
to late 1940s. Television became very popular, so much so that it
almost killed radio by the early 1950s.
Sterling: The
radio networks began to lose listeners, they began to lose
advertisers, by 1952-1953, the radio networks almost didn’t exist
any more.
Radio was saved by
rock and roll and people’s desire to listen to music while in their
car. It has survived as a substantial, although less powerful
medium to television.
It took until the
early 1950s before television was considered adopted, which is
almost 30 years from invention to adoption. Prime time viewership
dominated the media well into the 1980s until the coming of the
cable networks, which offered more programming and spread the
audience across many more segments thereby reducing the power of the
networks.
Sterling:
In the last 10 years, or
the last 12 years, the audience for prime time network TV has
dropped by half. It is still a huge audience, it is still perhaps
the largest single audience, particularly for very popular programs.
Despite the decline of network TV, as the
population is growing, so is the generalized television audience.
Sterling:
The TV audience is growing
as are other media. The TV audience generally speaking is older
than audience for many other media. The newer services tend to be
adopted first by younger people. This is the typical pattern that
dates back at least to the days of radio. So the newest services
are adopted by young people, older people tend to stay with the
older ones.
An issue that is
becoming increasingly problematic for national brands is audience
fragmentation and is caused by the many media choices that are
available since the internet has come into play.
Sterling:
Now people are watching cable, their listening to their own DVDs.
They’re on the web, they’re using the internet, they’re using
computers, there’s so many things people can be doing now other than
simply sitting and watching broadcast network TV.
With competition
from new media and specifically the internet, young audiences are
turning away from traditional media. According to the audit bureau
of circulations latest survey of over 700 US newspapers, newspaper
circulation is falling as much as 2.6% per year. With it’s
concentration of technical consumers, San Francisco and silicon
valley areas are considered bellwethers for such change, and the San
Francisco Chronicle is seeing subscription drop-offs as high as 17%
per year.
Smith: It
will be interesting to see if you know print does survive
ultimately, because you know the latest figures are that circulation
is down by double digits and it’s been declining for years and their
losing, newspapers are losing massive amounts of money to internet
sites where you can list things to buy and sell. Their losing all
of their advertising millions of dollars in this market alone to
Craig’s List.
Craig's List is a
classified advertising network in the US.
The time from idea
inception to adoption for each form of media has become shorter.
Western printing took a few hundred years, radio 70, television 20,
and the world wide web can introduce media that can be adopted in a
matter of months; therefore, change hat used to take hundreds of
years, now takes months, leaving many scrambling to keep up. Those
who don’t keep up pay the price of being left behind.
The changes upon us
today are staggering and future social impact is hard to predict. To
see what tomorrow’s consumer will be like, we have only to look at
our young and teenagers today are notorious for not reading
magazines or newspapers, instead preferring to get their news online
or from blogs. They listen to the radio less and less in favor of
portable devices such as the iPod or MP3 players. And finally, they
watch less TV and the TV that is consumed is consumed on their own
time schedule without advertising, because of Tivo-like devices that
allow consumers to forward through ads.
Gone are the days
when an advertiser could quickly establish a national brand by
running 30 second spots during prime time TV. As more and more media
choices have become available audience fragmentation has taken hold.
This trend started with the expansion of the number of TV channels
and now with satellite radio, cable expansion, the dish network,
video on demand, blogging, Podcasting, and videocasting consumers
can even further refine their interests. As the audience fragments,
mass marketing techniques become less effective and new strategies
need to be adopted.
We hope that you
join us regularly on New Media Currents to keep up-to-date and learn
about new strategies and h-ow they can be applied to survive and
thrive in today’s media driven society.
Music by John
Houghton and used by permission. Podcast produced by
MobileCast Media. |