The Challenge Of Social Media

On a recent trip from Seville who performed in the AVE, which began as an informal conversation between fellow travelers, it became something more than two hours away in a passionate debate on the economic viability of the press. My neighbor, with interests in publishing group, said the sector's problems with a pessimistic view of the final results. It is true that the press is going through one of the worst moments in history, but from there on we shall meet before the imminent death of print media, there is a gap there is to know countered with a studied marketing strategy. Otherwise, you end up agreeing with those "feathers easier? to predict its end in the coming decades. To address the issue rigorously, we must be aware that traditional media are at a critical crossroads and must reinvent itself to survive in the twenty-first century. The economic crisis is affecting all industries and communication is no exception, both nationally and internationally. In general, this year we have seen that the figures in different media have continued to experience a decline, "The New York Times?, The greatest journalistic institution of the world's largest economy, has lost 74'4 million dollars in the first quarter of 2009.

"Le Monde? lost 43'7 million euros in 2008. The Swedish group "Metro?, Second in the world in daily newspaper circulation has lost 13.5 million euros in the first quarter. In the U.S., the newspapers discussion foundations make to save

And in our country, the data provided by the OJD and Infoadex us about sales declines in both copies as advertising revenue. What is the meaning we give to all this data? I'm sure that some see the glass half full, others half empty, but reality shows us that there is a change in user habits and the business model must evolve to newer positions that society demands to recover the capacity for social connection he had. Yet, we know that the situation will be overcome and that we must be prepared to dispense with certain headers, but those that remain must provide useful content, current, relevant, attractive, committed, and, of course, linked and supplemented by the new technologies. And if not, reflect on the distinctive role that Internet presents, and we realize that we can hardly give a satisfactory answer. As I said above, the dynamics of our life changes dramatically and thus, needs and desires of the people, marketing strategists carefully analyze what the market really needs and act accordingly, setting the foundation for a mutually beneficial relationship and satisfactory in the short, medium and long term.

Therefore, the solution is inevitably to work with the information you provide us with conducting a marketing audit that among other things why we respond to young people no longer have the habit of reading newspapers on paper, why increased over the Internet, the strong role of social networks and blogs ... ultimately, why the media is being phased out in writing to the address. I am aware that times are seizure for the press, but I also know that only from an operational "marketing audit? we discover a press model according to what the market is demanding and has not been able to respond, the client is the focus of the market and therefore he and he alone who must tell us which model you have to press their hands. The solution to this age of uncertainty passes, no doubt investing in actually know and you want the reader and only from the perspective of marketing is going to tell us. Let's not get carried away by despair, think positive and re-excite the reader to keep them loyal and captive as they have through current promotions. Remember that the crisis is an endless source of opportunities and the press is very clear the solution, reinvent or die.