Print circulations are decreasing

The immediacy of the internet is causing print circulations to decrease as more and more people read their news online. Coverage in newspapers is no longer “good enough” as new forms of media grow in reach and influence.

Rupert Murdoch

“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media … Technology is shifting power away from editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.”

Wired magazine.

Peer to peer influence

New online publishing tools have made it easy for every-day people to have a vocal and influential platform to share their thoughts and opinions. These ‘influentials’ don’t always speak favourably about a company and can often make or break a brand.