News Ltd’s Rupert Murdoch said more than two years ago...‘I was wrong about the Internet. Companies that expect a glorious past to shield them from the forces of change driven by advancing technology will fail and fall.
‘A new generation of media consumers has risen demanding content delivered when they want it, how they want it, and very much as they want it.
‘This new media audience - and we are talking here of tens of millions of young people around the world - is already using technology, especially the web, to inform, entertain and above all to educate themselves. The web will continue its rapid development as the prime media channel for information, entertainment, business and social contact.’
The Internet just killed Australia's oldest magazine, just seven days short of its 128th anniversary, the Bulletin, has ceased publication. Its owners said the death of the current affairs magazine was 'somewhat symptomatic' of the impact of the internet on similar publications worldwide.
Boaties have already voted with their mouses. The future of boating classifieds, for example Boats for Sale is on sites like www.boatpoint.com.au and www.Yachtworld.com, rather than magazines.
It is the same with boating news. Sailing and boating events rarely makes it to the mainstream news, unless there is blood on the teak. In the past, afficionados found news in boating and sailing magazines (with a 30-60-90 day delay).
Now Marine print magazine titles, in the face of dropping circulations are having to slash costs - sharing editors between fishing and Baoting magazines
Now the print readers of yesteryear receive the majority of their boating news online, within minutes or hours.
Now Youtube.com is changing the Internet.
Lots of exciting vision - sure the front page looks fuzzy, but click on the bottom left arrow button on this Youtube segment on Powerboat-World
Now product information too - click on the bottom left arrow button to to see what the marine engine companies like Mercury are doing. Video information on line- try to get that message across in a print magazine.
The Internet has changed the world. Now major marine companies are reporting that up to 70% of their sales leads are coming from the Internet. Many magazines are becoming thinner as the advertisers follow their audience online.
Online advertising delivers value for marine exporters importers and retailers, providing instant reach to the target audience.
Advertisers, having recognised this trend, are now adding or expanding to online media as a major part of their advertising mix. So where to advertise?
Sail-World.com and Powerboat-World are the most popular boating news sites in the Asia Pacific.
Sail-World.com started in Australia but it now has sites in the USA, the UK, Europe, Asia and New Zealand. Sail-World was initially racing focused. Now Sail-World’s Cruising Editor Nancy Knudsen is delivering Cruising News for all sites.
Sail-World and Powerboat-World do not wait for boaters to visit the sites. 120,000 newsletters a week deliver News, Advertisers Press releases and hyperlinked ads to Sail-World and Powerboat-world’s loyal subscriber base.
For advertisers its a winning combination, regional sites around the world and online archives.
A major story about a marine company may appear in a magazine once, but then it is gone. By contrast, Sail-World and Powerboat-World's 35,000 story archive is indexed by Google, Yahoo, MSN and other search engines, so your news and product data is found on Internet searches around the world and will be there in ten years time.
Each day around half of the on line audience looks at the stories of the day, but the other half is reading stories going back over the last decade.
Looking forward, these marine websites are expanding their multi-media offering, providing downloadable video and audio content as well as expanded image content and mobile phone results, text messaging and totally customisable content delivery.
Sail-World and Powerboat-World stories via its customisable news tickers already appear on more than 200 Boating Club, Association, Industry and regional news sites. RSS feeds and mobile phone versions and the features in this area will continue to expand, with embedded Youtube vision links set to expand.
While traditionally one talks about the 'winds of change', the velocity and strength of the winds blowing in thiis change mean that its a 'gale of change'
Preparing your 2008-2009 budget? Make sure that somewhere between 40% and 100& of your advertising expenditure is on-line.
Sail-World and Powerboat-World can customise a regional package to target a local audience, or can offer a world-wide promotional package for global brands.
Email mailto:advertising(at)sail-world.com or call +612 4977 2116
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