For more than 15 years, traditional media have been facing an unprecedented transformation. The digital transformation management. Some do not succeed in this digital shift and disappear, others adapt, rely on robust technologies and meet new audiences.

Computerization, the advent of the Internet and the democratization of mobile reading have led to the development of the online media, which may point to a print-free press.

 

The digital transformation management of traditional media :

The time is no longer for triumphalism for an industry whose digitalization is changing its historical foundations.

In the history of the media, the arrival of new media, radio or television, did not supplant the precedent and it created a coexistence where each one found its place, without finding it useful to take foot on the terrain of the other. With the Internet, the traditional media have quickly opened sites in coexistence with “pure-players”.

Initially, content was limited to text and image and then gradually enriched videos with the generalization of broadband.

 

The video takes a new place in traditional media :

This is particularly the case of Le Monde, read by 30 million people a month. “Every reader spends an average of 44 minutes in contact with the brands of the group,” sign that Le Monde knows how to captivate its audience. The group also innovates in advertising: co-writing of branded content with advertisers, the launch of the Skyline control room with Le Figaro … Le Monde, like many other media, has embraced the live format. Every month, 6-7 million Internet users interact with the 70-75 live videos of the World.

Le Parisian, that did not make videos until now, returns on the impact of the video for media. The popularity of this format, carried by social networks, has pushed brands and the traditional media to adopt it.

Let’s talk about Brut, a leader in video bend: this information medium, 100% video, 100% digital and present on all social networks, was launched just two years ago. Their first video made 15 million views.

 

An editorial revolution of traditional media:

The Internet revolution has impacted newspaper organization in three dimensions:

  • Temporal dimension: immediacy has replaced the periodicity characteristic of the press: daily, weekly, monthly etc. The pace of traditional editorial production has proved unsuited to the “real-time” demands of the new media.
  • Linguistic dimension: The format of screen and print writing do not coincide. A shorter style must be adapted to catch the reader who limits the development of the subject.
  • Social dimension related to interactivity: Traditionally, the interactivity between a newspaper and its readers was limited to the readers’ mail. With the Internet, the site becomes a forum, an article is noticed by the number of comments it arouses. Readers become contributors or even full-fledged journalists through blogs for example.

For the newspapers, the organization of the editorial staff was significantly challenged by the coexistence between the printed title and the website: some have set up a bi-media organization where journalists contribute to both media, others conversely, preferred to keep two separate essays.

traditional media before the digital transformation management
traditional media before the digital transformation management

So, as we can see, traditional media is in the middle of the digital transformation management. With the Internet came new demands and the media, who fails to adapt to these changes, falls.

 

If this article was interesting, please check out this one too: Digital-transformation-management

 

Adrienn Balazs (stands as Olivia Plisson’s 2nd article)

3 thoughts on “Digital transformation management of traditional media”

Leave a Reply

Your email address will not be published. Required fields are marked *