Social Media has changed the traditional media landscape

To keep up with their audiences, traditional media have had to adapt. This has changed the way that they publish, both online and off, as well as how they can sell advertising.

For example, many newspapers now publish their content online as well as in their print publications. Online, they can allow for instant commentary on their articles. It allows an instant snapshot of what their readers think, which can then be used to make editorial decisions. Print stories can be supplemented online with video, and this has been embraced by many news organisations. Visit www.thetimes.co.za to see how one newspaper is using video online.

As mentioned, TV adverts can be placed online for free via channels such as YouTube. This opens adverts to a new audience, and allows for adverts that can be created without the restrictions of television. Adverts can be extended, and now additional footage can become as important as the advert. Quality adverts are voluntarily and deliberately viewed, as opposed to deliberately ignored.