The Websites of Traditional Media

Traditional media have realized that their websites are now as valuable as their original outlets, whether it’s television, radio, newspapers or magazines. The media brand attracts a mass audience and the media website can link directly to the point of purchase for an advertiser. The impact of a commercial on ABC-TV is completely different than being a click away from the point of purchase on the ABC-TV website.

Eighty percent of Millennials are not watching television on the family television screen! We can watch TV on the Internet, on our laptops, even on our phones. And we can watch our programs without commercials for a small subscription fee. Count me in! Television commercials repeated beyond anyone’s tolerance to repetition do not fit into the rhythm of today’s world. When the public has the opportunity to stream news and entertainment without the commercials it is the choice made. A membership fee to Amazon or Netflix or Hulu allows us to see all the television we can ever imagine without having to watch a commercial. Worth every penny.

The websites of newspaper companies are keeping the newspapers in business. The online advertising links directly to the advertiser’s website. And once the consumer lands on the website, he/she is at the point of purchase. When Baby Boomers die out, the generations to follow won’t discriminate as to which screen they take in information and entertainment. The websites of traditional media companies are filling up with entertainment and editorial content because of the effectiveness of their online channels for the advertisers.

The Best Messaging Traverses Channels

Today you will see TV commercials that drive the viewer to the website for multiple story endings or viewer participation. Developing content that can tie together various media channels is most ideal.

A good example of how a website can enhance traditional entertainment is the “Blair Witch Project”. Back in the late 1990s there was a very successful low-budget film that developed a parallel online story, which in those days was a real creative break-through. In fact, I saw it referenced in the entertainment section of the New York Times recently. The “Blair Witch Project” was successful because of the integrated marketing campaign and the cult following it created through the online story. It was the web component that made money for the movie because of the uniqueness of this element at the time. It proved to be very successful financially because of the publicity from the online tie-in. The movie was actually very mediocre, but the website storyline was so unique the movie made millions of dollars.

All media companies are interactive today, which is essential in communicating with the consumer. Radio is now driving the listener to the website to see the things they are talking about, whether to review promotions or art that is being discussed. A number of years ago I was told that CBS Radio had more video content than any site on the web except YouTube. This is a radio-based medium with more video content than any site on the web except YouTube!

As media companies are making their own content interactive, these companies are starting to realize that the most valuable asset they can offer their advertiser is to send the viewing, reading, or listening audience to the advertiser’s website where the potential consumer can interact directly with the advertisers’ products.

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