Lesson 2

Old Media
in the New World
Learning Objectives:

• Evaluate the changes between the old and new media;

• Analyze the possible solution on the death of new media; and

• Understand the importance of the media.

How does the Internet affect Traditional Media?

Internet gives people the opportunity to interact with other internet users. Social networking sites allow
people to initiate online discussion and interaction with other people. Narrowcasting is a process of people
to choose and respond with a certain information according to their interests and it is formulated to be used
with this kind of social media platforms.

Print Media

Print media are traditional way of knowing the information. By the form newspaper, magazines,
posters, banners and any form of printed materials. Print media is a printed information which is to
be spread using paper. It is one of the oldest and. basic way of spreading out of news.

In early years, people used to handwrite all info before printing material were invented. It was a
painstaking work to produce a large printed or handwritten information. But print media are not just
for the news and magazine. This production holds a massive area of media, including important letter,
mails, yellow pages, direct mail and outdoors advertising. Majority of the information coming from
this source are considered as true info.

Types of Print Media

Newspaper

Newspaper is the most popular form of print media. These are used to disseminate reliable
news to huge mass of people. Usually, newspapers are delivered at homes or made available
at newsstands and stores.

Newsletter

Newsletter is a source of information for small communities or groups. The people who are
subscribing to a newsletter share same interest regarding a certain topic or event. Also,
these are used for promotional use.
Magazine

Magazines offer articles about various topics like entertainment, celebrities, food, fashion,
and many more. Unlike newspapers they are not published daily. Also, magazines have a
larger scope because some titles are circulating around the world.

Banner

Banners are usually made of cloth or paper. Banners are used to display slogans, logos, and
other specific messages. Also, banners are used for advertising and promotion of some
products and companies.

Billboards

Billboards are made for advertisements and usually made with graphics and texts. These are
printed in huge size so that it can be read from far distances and to catch more attention.
Billboards are considered to be the costliest kind of print media.

Books

Books are the oldest kind of print media. Books give writers the freedom to share their
knowledge about a certain topic. Books provide a variety of genres and topics like literature,
history, fictional stories, romance, science, and so on. Books are not limited to give
knowledge but they also provide entertainment to its audience.

Brochures

Brochures give information about a certain company or an organization. Usually, brochures

Flyers

Flyers are mostly used by small brands to help them build their names to the industry. It is
usually distributed at malls, exhibitions, events, or parties.
 Direct Mail

Small businesses use direct mail to develop awareness to the consumers and generate the
list of products and services for advertiser. However, it is difficult to maintain and not always
cost-effective. It tends to generate purchasing responses than television and appropriate to
campaign the image advertising than to indirect.

Yellow Pages

Yellow pages show and arrange the list of ad information and are easy to scan by consumer
according to products and services available; location; phone number; business hours;
special features, such as the acceptable kinds of payment; parking availability; discounts;
and delivery policies and emergency services.

Yellow page ad is used to "complement or extend the effects of advertising placed in other
media."

Outdoor Advertising

Outdoor advertising is a directional marker to point customers toward the business as its
strength and comes in two forms which are billboards and transit posters

Death of Print Media

The slow death of print media is evident to the current generation. Hardbound books are now turning into
eBooks and kindles, and newspapers are now flashed into the screens of our devices.
The current generation is attached to the continuous innovation and development in technology. All these
changes in technology make almost everything faster. Fast food, fast cars, fast online shop transactions, fast
internet, vast interconnectivity. With the vast interconnectivity of the world, news comes fast to our
smartphones. Before, we must wait for the evening news or the morning newspaper delivery. But now, our
constant connection with the world, news comes in within a ding of your phone.

Though this connectivity with the world is good at some point, in contrary, this may sacrifice the quality and
the factuality of the news that the people may receive. Fake news is widespread in the internet and journalists
were being pointed as the cause of this. Circulation of these kinds of news is now easier. However, some of
the sources are not credible of writing such news. Nowadays, immediate news is in high demand that is why
people might take some unreliable news as factual. Also, due to this, some journalists might base their news
in uncertain and faulty sources.
The advancement of media technology relinquishes the quality of its content. Unlike in print media, we can
say that it is factual for it goes through processes of fact checking and copy reading. Besides that, there are
still more bad effects of the death of print media. It can eradicate the businesses of local newspaper
publication that has not made its name online. Smaller communities will be having a hard time to receive
local news. And of course, it will tear down the number of jobs that can be offered to people. You may though
that quick news is convenient, but it is not always reliable and good for readers. News produced in press may
seem slow, but its contents are more accurate and factual.

Types of Broadcast Media

Television

The television is a source of information and entertainment. To gain viewer's attention, producers of
television content basically use graphics, sound and music, color, and motion. Televisions are also
being used as medium of promotion by companies and brand with their advertisements. In late 1940's
television also known as TV was replicated by Filipino engineers and students then released and
introduced to the Filipinos in 1953.

Radio

Radio is a premier medium for dissemination of news and information to the mass audience. Radio
has wide scope and reach if the radio has signal to connect with. Just like television, radio is also
being used by advertisers to promote their brands. Henry Herman Sr., a former soldier and owner of
Electrical Supply Company in Manila, established the AM Radio in the Philippines in 1924.

Music Industry

Making of music for years are human activities, individuals or groups; for thousands of years music was part
of our life. Written lyrics, folk song, storytelling and more are just evidencing of the world music history and
industry. Music industry is the business of making music. Artists who create music, perform, record and
manage a profit-making business music. Behind the music, history makers are the finest songwriters and
composers. Songwriters picture each song with their emotions and feeling, the words and meaning of each
song.
Music Incorporated with Current Technology

The modern technology helps music producers create music easier. Also, musicians can use the technology
today to promote their music. Furthermore, musicians do not have to compete just to get some shelf space at
the music store and do not have to worry about their distributor. Physical records are now getting outdated
because artists are now publicizing their music through music streaming applications that can be installed in
mobile phones. Music streaming applications have grown since people are now looking for the most
convenient and easiest way to listen to music. These music apps require their users to subscribe for a fee.

A disadvantage of this advancement is that the music of artists is easier to be pirated and shared for free.
Moreover, musicians now can deal with its audiences directly and do not have to have a third-party company
just to reach out to their audience. Artists will now spend less just to promote their music. The technology
today is so powerful for the music industry because this can be the medium of musicians for self-promotion
that is easier and cheaper than the traditional music production.

Here are some of the best music applications and streams available for iOS and Android.

1. Google play music is a free subscription that is available in two platforms - android and iOS. This
music application promised a soft landing and complete transition in the year 2019 with full access
on cloud-based music collection through play music website as well as podcasts. This application
allows to upload up to 50,000 songs with good background listening, downloads and ad-free music.
2. Apple music application is not a free subscription and its subscription starts at 10USD per month in
the US and in the Philippines, this is sometimes packaged on the customers' telecom subscribers.
This application is the first music streaming service that offers in accessing any songs no matter
where you are and can upload 100,000 songs.
3. YouTube music is a free subscription application that gives the background listening, no ads and
downloads with a premium option on subscription that allows to listen to more than 200,000 songs
and videos.
4. Spotify, a personal computer, has the same functionality that allows to stream single tracks and
entire album of the singers and has the option to create a custom playlist. This application has 80
million subscribers with 40 million tracks.
5. Shazam is a music application that has music-detection skills which recognize songs and television
shows with options and lyrics. This application is not a stand-alone and works in another streaming
such as Amazon Music, Spotify, Apple Music, and more, and has real-time chart.
6. Amazon music allows the user to access free songs and create a cloud player library that can upload
songs and purchased songs up to 50 million. This streaming application is pretty good and slightly
left out compared to Apple Music, Google Play Music, and Spotify.
7. Tunein radio is a music application that offers a bevy of local content on-demand streams
encompassing sports, news, talk shows, music, and current events among other stellar offerings. It
can access to more than 120,00 live radio stations around the world.
 8. Soundcloud is an application that allows to search a wide range community of bands, podcasters,
musicians and many more for new artists to follow, listen to songs in your feed, and even record and
post own audio to retain the hallmarks of site
9. Pandora is music stream application that use the advanced algorithms in specifying the tracks and
artist, suggestions catered for user to get better with feedback. This is only available in the U.S. at
the moment.
10. Tidal is a music application that is designed for the audio aficionado with more than 60 million
lossless-quality tracks, an offline mode, quick access to music videos, tailor-made suggestions, and
in-depth interviews covering everyone from Jack White to Jay-Z.
11. Stingray Qello Concerts is an application that accesses the full-length concerts and riveting
documentaries from the likes of Pink Floyd, Nirvana, Lady Gaga, and countless others. This is
available on a wide variety of devices, including Apple TV, Roku, and Android TV.
12. Musixmatch allows the user to listen songs with synced lyrics, including English-translated lyrics for
songs in a foreign language, lets the user search for song lyrics, helps to identify music play with a
simple tap and adding of lyrics. This application is the world's largest catalog of lyrics.

Summary

As the new era of communication media emerges, the traditional media is facing its slow death. The internet
is taking over the world and it allows people to control almost everything. With these changes, the audience
of the traditional media are now patronizing the internet. Though this traditional way of disseminating
information is slowly dying, the companies of these media are finding new ways to adapt the changes and
innovation in technology.

These changes have disadvantages, too. With the emergence of internet, people now can share their own
thoughts and feeling too. This freedom given to the people leads to the spreading of news that are not reliable
and factual. That is why some people are still relying on the traditional newspapers, televisions, or radios.
This traditional media produce news that are fact checked and they assure that they disseminate factual
news. Unlike the fake news in social media, some are based on opinions or worse, based on nothing just to
lead the people to other belief.

Though the traditional media are in competition with the new, still, the traditional print media are still
competing with the traditional broadcast media. Despite this competition, each kind of print and broadcast
media serves a specific kind of purpose that others cannot give.

Music industry also changed together with the development of technology. FM radios and vinyl record players
emerged in the 60s. Now, only the FM radios survived the technological advancement and sadly, vinyl records
did not make it. In exchange, music streaming apps in the mobile phones serve as the new source of
entertainment to people which is more convenient and more portable compared to the older versions of music
players.