This is an interview for Clare Cook, and She was journalist,but she is a senior lecture of University of Central Lancashire now. She talked about the changes of media industry and gives advice to journalism students.
Questions: 1. When you started work as a journalists?
2. How you did your job (the platform)?
3.Was there any changes when you work?
4.The benefit from digital for journalists?
5.Could you give some advices to journalism students?
Advertising is a bridge between producers and consumers and also to ensure the normal operation of the blood of the newspaper.
Modern newspaper advertising revenue increasing large area, There were generally 50% to 60% of the American press need to advertising, or media would be hard to maintain.
According to 1995 statistics, Newspaper advertising revenue in the proportion of the economy in the United States is 86%, 61% in the UK. To Japan is 41%, newspaper advertising is the real economy, major mining sources.In addition, advertising is an important part of the newspaper information, contact the community newspapers link.
Picture via wikimedia Commons
Today, the Internet has swept the globe, the traditional media, and particularly press was hard attracted by the Internet. Internet is hardest hit people for young readers and traditional way of reading. As the newspaper main income - advertising, are now being replaced by network ads.
Since the 1990's, the major developed countries are showing the press continued to decline in circulation, advertising revenue fell, the challenges of international competition, so there are a lot of people think that the traditional newspaper will be replaced by the network.
Compare with traditional media, as the existence of the network, even if it is living at home, the people can publish and find information they needed arbitrarily though the classified ads web, and without any fees. Nowadays network is an exponential growth, explosive growth, because of convenience, more and more people recognize that the Internet, the growth of internet users is more far that traditional media.
As the world media magnate Rupert Murdoch says that with the expansion of Internet classified advertising market, the volume of traditional newspaper publishers is shrinking, the operation of commercial mode is facing a growing threat, newspaper classified ads will be gradually moving towards extinction. Classified ads should be faced by the general public. In other words, where their needs exist, where the classified ads exist, the lives of ordinary people are real, and therefore classified ads should also be pragmatic
Advertising is a big industry, and it developed very quickly and changed a lot. Advertising will changed by new technology, market and media model. The advertising spend raised fast last 15 years, but the advertising spend dropped by credit crunch recently. The downturn began in 2007, and it will come more in 2009. It was reported that the UK advertising spend to fall nearly 6% in 2009, and UK media will feel worst about ads than any other developed countries (Sweney, 2008).
The newspaper advertising will drop by 12% in 2009; moreover, TV advertising will drop by 6%, radio ads by 8% and magazine ads by 8.5 %( Zykova, 2008). However, the online ads grow fast and strong in 2006 to 2009. Group M shown the internet ad spend growth rate in 2009 down from 20% to only 4%. Because the effect of online ad spend, the traditional media will be drop 10% year on year in 2009 and 9% in 2009 (Sweney, 2008).
Reference:
Anderson, C. (2006:88), The Long Tail, Business Book, London
Doyle, G. (2002), Understanding Media Economics, SAGE Publications, London
The HTML is basic language for internet, and is also important tool to edit websites. I think the basic network cannot without HTML language. But it is ashamed that I was not very proficient in HTML, and also requires a lot of learning. So I found some material online, let us learn from this amazing computer language.
1.What is HTML?
HTML, which stands for HyperText Markup Language, is the predominant markup language for web pages. It provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists etc as well as for links, quotes, and other items.
HTML markup tags are usually called HTML tags HTML tags are keywords surrounded by angle brackets like HTML tags normally come in pairs like and The first tag in a pair is the start tag, the second tag is the end tag Start and end tags are also called opening tags and closing tags
3. The basic HTML language?
Example Explained The text between and describes the web page The text between and is the visible page content The text between and is displayed as a heading the text between and is displayed as a pargarph
4. How to use?
Through these simple to learn, I now have some preliminary understanding of HTML. HTML more useful in editing than I imagined. Of course, if I want to learn more HTML, or take a long time to learn. Hope I can create a website by using HTML one day.
Through mobile phone expand a new time of media, but there are also some problems. From these problems, we can use the mobile phone better and we can improve it.
①SMS spam It is an indisputable fact that SMS have become a convenient way to communicate, but since the date of birth there are many SMS spam of it. Look at current situation and the proliferation of great potential, which will undoubtedly the lives of people a lot of distress.
“Utility messages”--Manufacturing emotional pressure; “bad messages”--audio-visual space pollution; “advertising messages”--forced brainwashing; “illegal messages”—harm the public. SMS to refuse treatment has reached the point of no delay. But on the current situation, this work is not an easy task. We must have a strong legal guarantee to maintain common messages platform of the legitimate and normal.
②Copyright issues Media and the problem of copyright is a more sensitive topic, in recent years, with the emergence of new media, the copyright issues always appear. There is growing awareness that the media culture should be protected by law, a person shall reap the profits, and the maintenance of reasonable and objective conditions for fair competition in the industry is to ensure the healthy growth of the key.
Pference: Xiaoyu Tong, Ji Cai & Lei Zhang (2006), The Principle Fifth media, China Telegraph Press, China
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