Some TV networks have been focusing their attention on shows that they can produce on a low budget, due to the fact that TV Advertising is weak right now. Networks are also pushing Pay-TV, which would then create less viewership. Many networks are providing streaming over the net to attract more users as well as gain from internet advertising revenue.
The Center for Exhibition Industry Research provided some statistics on how companies that use exhibiting plan to adjust their advertisements over the next several years. “The report found that 64% of companies that use exhibiting as a primary tactic plan will continue to exhibit at the same level in the next several years, while 19% said they will increase exhibiting levels.
Electronic and digital tactics will be the big winners in the future: 82% of marketing, communications and sales tactics executives will increase use of social media outlets, followed by 77% who will increase marketing on mobile devices. Use of online meetings/forums will increase by 74%, and marketing on the company website will grow 71%.
Use of direct mail fared the worst in prospects to increase, 13%, compared to 58% who will keep levels the same. Print advertising will suffer the worst, with 38% of marketing and sales professionals saying they will decrease its use, followed by direct mail, 28%, and exhibiting, 24%“
As the social media trend continues to grow and the internet becomes more easily accessible, there will be an increase in companies using social media to advertise. If we think about the Yellow Pages or any other type of phone book, how often do we use them today? Sure companies might advertise with the Yellow Pages, but it will be on the website, www.yp.com. The tangible phonebook will eventually become a thing of the past. The tagline “Let your fingers do the walking” will only be referenced in trivia questions. 
I started my career as a Graphic Designer in a printshop. It was during the dawn of digital printing. I watched an industry that used to be very craft based turn into an automated process. Technology made the process more efficient and lowered the cost of printing. The cost of entry into the print industry was also lowered and and more competition sprang up forcing prices down even more. I saw the writing on the wall and left to work at a design agency. Since, printer after printer I worked for/with have fallen because of the change in how consumers viewed materials. From my perspective the change in the printing industry almost perfectly paralleled the grow of the internet.
ReplyDeleteInterestingly enough I do use the Yellow Pages. I find that if you rip out the pages and use a little Windex they work great for cleaning window.
I have never tried using that. lol does it really? Ill have to ask my parents if I can take their yellow pages off their hands hahaha.
ReplyDeleteI have not used a printed version of Yellow Pages for several years, I quite frequently use their iPhone app. I love it! It's easy to use, has a very clean layout and syncs very nicely with my phone's maps application so I can get directions quickly and easily. Companies thinking of leaving YP altogether may want to consider whether or not this would still be beneficial for them. Print may be on the way out, but online and mobile are steadily growing.
ReplyDeleteI feel like a bit of a dinosaur. I still pick up the yellow pages when I want to find a geographic region that plays host to certain types of industry (i.e. printing businesses usually inhabit the same industrial park or region.) After reading your blog I'm not sure if I need to anymore.
ReplyDelete-Tom Cornell
Awesome post! It just made me think of the future. Maybe there wont be TV anymore, there will only be tv by the internet? Live/recorded streaming. I mean, take Hulu and netflix, they have grown so much, it's recorded tv shows with adds in the middle. All I watch. I think my generation would rather pay hulu and netflix rather than pay for cable, some of my friends don't even have antennas, they don't care for the regular channels. Love it! It's time to make new improvements in the way shows are watched, and business have to mold themselves to the new trends.
ReplyDelete-Priscilla
Priscilla - You never know the way technology will impact our lives in the future. I have a few friends who rather watch shows via hulu and netflix so that they can watch them wherever and whenever they want. Let's see how the cable and satellite tv industries change over the years.
ReplyDeleteJason