New Media Helping Traditional MediaBy Jon Russell Jan 26, 2010 5:40PM UTC
It’s often said that the internet and social networking in particular are killing newspapers and other traditional media.
Why buy a newspaper, the argument goes, when news can be found through a range of different sources, instantly and without cost on the internet. Social networks like Twitter – with real-time search and breaking news updates – are also heralded as one element of the future of news and information gathering.
How about this then, social network FourSquare – a mobile location based service which rewards users for “checking-in” at locations – is giving a leg up to Metro News, Canada’s free daily newspaper.
The moral of the story – innovative traditional media can benefit from social media.
Mashable has the details.
Canada’s free daily newspaper, Metro News, has just unveiled a content partnership with mobile check-in game Foursquare. It’s the first location-based editorial partnership for the startup, who is already partnering with city transit and universities.
As part of the partnership, Metro has created a robust Foursquare presence that includes restaurant reviews, city tips, to-dos and even articles that mobile app users can stumble upon as they traverse Canadian points of interest. Metro readers and tourists alike can think of the editorial content inside Foursquare as a travel guide book that highlights useful articles and unlocks the best a neighborhood has to offer.
Foursquare’s even created a special badge for Metro, who’s using that to encourage readers to check in wherever they pick up their copy of the publication. To grease the wheels a bit, the news outlet is also giving away an iPhone 3GS to five lucky individuals who unlock the badge.
The partnership also serves as a symbiotic relationship that combines mobile utility with the bonus of print exposure for Foursquare as well as restaurants and retailers. Case in point, Metro plans to feature Mayor Deals every Friday in its publication. The deals are alternative ad buys for businesses looking to offer and promote mayor-only specials.
The editorial location-based deal gives new meaning to local news, and adds yet another layer of practicality to Foursquare, proving that the application (and location-sharing) are changing the world as we know it.
Along similar lines, an excellent blog from Blair Currie over at Media Asia argues that Apple’s soon-to-be-launched tablet may benefit traditional media more than new media.
How the “iPad” will help traditional media owners?
While it will be brilliant for Apple to add to its already long list of successful products, the “iPad” launch may even be better for traditional media owners. That’s because the launch presents a new business model that can provide much needed revenue to these analog players.
Specifically it provides a toll gate for digital distribution of traditional content, organization by filters and search to help find the desired printed, video and audio material, “exact content” that consumers are looking for, and a possible recommendation and referral system through Social Media that will allow more accurate targeting and higher sales in the future for traditional media using this digital gateway. Clearly this is a great thing for traditional media.
To move matters forward Apple is apparently working on an upgrade for its iTunes Store. Specifically it is considering a new web-based version of the site (www.itunes.com?) that will bypass the computer and iPhone routes you must now travel to get to the store. This may open up another channel to apply this business model with or without the new tablet.
That said, even if the new “iPad” is not hugely successful, it will have shown the traditional media industry a way to recover some of its lost ground.
New media will be the death of traditional media – oh really?