Marketing Magazine reports that online Canadians spend as much time watching TV as they do surfing the net. They are also simultaneously surfing the net and watching TV or listening to radio.
“When we’ve got people multi-tasking, I have to question if the advertising message is getting through at all,” says Mark Laver, study author and associate vice-president of Ipsos Reid. “From an ad perspective, you’ve really got to come through with some creative, unique advertising to capture people’s attention if they’re doing two things at once.”
“Companies need to understand how the Internet is affecting their business and build strategies on how to deal with this change,” said Laver. “In today’s world it’s no longer a one channel strategy, that’s evidently clear... you can’t put all of your advertising dollars in one place.”
The end of the article suggests that an increasing amount of Canadians are getting their news from the internet (and popular blogs like this one). Do you think newspapers will still stay relevant as internet usage increases?
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Will the declining newspaper industry affect the number of reputable journalists chronicling the important events that surround us? What will that mean for all of us? We as a society need our journalists. Just throwing that out there...
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