Media is the general term used to describe the communication tools or resources used to deliver and store data or information. The word typically refers to different components of the social media communications field, including print media, broadcasting, television, music, film, and video. In more recent years, media have also included information technologies (such as email, instant messaging, and web sites) and computer systems. This form of communication often refers to written texts, images, graphics, video, or audio. The written medium is commonly referred to as “press media” whereas the video and audio mediums are commonly referred to as “public media.”
There have been many changes in the way that consumers interact with and access information over the last twenty-five years. One such change is found in television. Television programming and advertising over the past several decades has increasingly been targeted toward younger generations of consumers who prefer to consume media on their personal computers rather than in the traditional television format. Many consumers simply prefer to “watch” television on their personal computers rather than sitting down in front of their televisions to see it. Because of this shift in the media landscape, many traditional media companies have attempted to create more targeted marketing campaigns aimed specifically at this generation of customers.
Print media and radio advertising in newspapers and magazines are experiencing a decline in sales due to the same changes that have occurred in television advertising over the last several years. Because most newspapers and magazines are based in digital format, there is little growth opportunity for traditional advertising. Instead, many online advertising opportunities are available to both print and electronic media companies to help offset the loss of revenue from dwindling newspaper and magazine subscriptions and ad revenue earned through television programming.
