Close X
Wednesday, February 26, 2025
ADVT 
Tech

Internet not behind newspapers' death: Study

Darpan News Desk IANS, 12 Jun, 2014 11:45 AM
    You must have heard - and might be believing by now - that internet sounded the death knell for newspapers. But that may not be true.
     
    According to new research by University of Chicago professor Matthew Gentzkow: "People have not stopped reading newspapers because of the internet".
     
    He points out assumptions about journalism that are based on three false premises.
     
    The first assumption is that online advertising revenues are naturally lower than print revenues, so traditional media must adopt a less profitable business model that cannot support paying real reporters.
     
    The second is that the web has made the advertising market more competitive which has driven down rates and, in turn, revenues.
     
    The third misconception is that the internet is responsible for the demise of the newspaper industry.
     
    "This perception that online ads are cheaper to buy is all about people quoting things in units that are not comparable to each other - doing apples-to-oranges comparisons," Gentzkow noted.
     
    Online ad rates are typically discussed in terms of "number of unique monthly visitors" the ads receive while circulation numbers determine newspaper rates.
     
    By comparing the amount of time people actually see an ad, Gentzkow found that the price of attention for similar consumers is actually higher online.
     
    In 2008, he calculated, newspapers earned $2.78 (Rs.164) per hour of attention in print and $3.79 (Rs.223) per hour of attention online.
     
    By 2012, the price for attention in print had fallen to $1.57 (Rs.93) while the price for attention online had increased to $4.24 (Rs.250).
     
    Gentzkow also pointed out that the popularity of newspapers had already significantly diminished between 1980 and 1995, well before the internet age, and has dropped at roughly the same rate ever since.
     
    The study was published in the American Economic Review.

    MORE Tech ARTICLES

    What! $1500 Google Glass actually a $80 device?

    What! $1500 Google Glass actually a $80 device?
    Looking forward to spend $1,500 to buy your set of Google Glass soon? This information may shock you that it takes electronic components worth a mere $80 to develop one eyewear device!

    What! $1500 Google Glass actually a $80 device?

    Now, a new app for designers

    Now, a new app for designers
    Called iD Cards, the app helps design specialists communicate with each other by standardising the language used for 32 types of sketch, drawing, model and prototype.

    Now, a new app for designers

    Indian start-ups have huge advantage over other countries: Microsoft

    Indian start-ups have huge advantage over other countries: Microsoft
    India has some of the world's best developers and they have huge advantage over start-ups in other countries, believes Microsoft, engaged in developing, licensing and supporting a range of software products and services.

    Indian start-ups have huge advantage over other countries: Microsoft

    Here comes NASA suit for men on Mars

    Here comes NASA suit for men on Mars
    With the focus being shifted to a manned mission for Mars in near future, NASA is developing technologies astronauts one day will use to live and work with on the red planet.

    Here comes NASA suit for men on Mars

    Move effortlessly in apps world with Facebook

    Move effortlessly in apps world with Facebook
    Billed as a game changer in the mobile industry, Facebook has unveiled a new free and open-source service that would make it easier for you to navigate from one app to another and back again.

    Move effortlessly in apps world with Facebook

    What you were waiting for, a self-driving car

    What you were waiting for, a self-driving car
    “We have improved our software so it can detect hundreds of distinct objects simultaneously - pedestrians, buses, a stop sign held up by a crossing guard, or a cyclist making gestures that indicate a possible turn,” Chris Urmson, who leads Google’s self-driving car programme, wrote in a blog post.  

    What you were waiting for, a self-driving car