Moreover, in order to create a larger and much clearer image about the fact that new media demand new methods, I have decided to focus my attention on an article from The Wall Street Journal called “Making Old Media New Again”. As the title suggests, the article looks at the way in which one might bring traditional media on track again. Although the example used in the article is from 1941, I consider it relevant for the purpose of this essay because the “old media” of our days used to be “new media” at a certain time in the past. So, even though radio is today a medium that could be considered part of traditional media (although one may argue that in respect to radio transmission, main changes have been made in the capacity of the channels and the volume of traffic), in 1941, as the article mentioned above suggests, radio had been regarded as a big threat for printed media/newspapers (old media) and was considered to be a form of new media. The article (The Wall Street Journal, 2009) suggests that traditional media could survive simultaneously with the new media as long as new methods are applied so that old media is able to keep up with the new technologies: “Editors and publishers might consult a roadmap for how newspaper can live alongside new media that was drawn up more than 50 years ago by Bernard Kilgore”. (, 2009). In the article (The Wall Street Journal, 2009)it is being argued that because of the new technology the news were available in real time through radio so, newspapers were threatened with closure if they would stick to the same news which, by the time the newspaper was printed and released for sale, were already “old”. And because “the easiest thing in the world for a reader is to stop reading” (Bernard Kilgore cited in The Wall Street Journal, 2009) Bernard Kilgore decided, at the time he started managing The Journal (The Wall Street Journal from today) in 1941, to adopt a new method, a new strategy: “It doesn’t have to happen yesterday to be a news.” (Bernard Kilgore cited in The Wall Street Journal, 2009). Basically, what Kilgore did was, instead of summarizing what was already known by the audience, to focus at the implications (social, political or economical) of an event, that was the subject of news, might have for the society. Kilgore was not able to adopt new technological methods because of the limitation of the new media at that time but he chose a new strategy, a psychological method. In our days most of the newspapers and magazines adopt new methods such as websites or blogs which are meant to transform local publications into interactive online magazines with global audience. These methods can be considered more technological ones than psychological (although one may argue that the reason for adopting them has a psychological background) comparing to the one Kilgore adopted. By choosing this psychological method he proved to be right and that was seen later in the circulation of the journal: “Kilgore led the Journal’s circulation to one million by the 1960’s from 33.000 in 1940’s by adapting the newspaper to a role reflecting how people used different media for news”(The Wall Street Journal, 2009). The way he approached the matter and the results he achieved with his strategy demonstrated that, in order to keep up with new media, new methods must be applied. The same idea is supported as well by Doctor Vinod Vidwans who argues that “new media is an innovative media that creates experiences” and “every media professional needs to be skilled in planning and project management” (New Media, An Approach Document, 2004)
Moving forward and looking at media industry in today’s society it is easy to observe that traditional media such as radio, printed press or television, adopted new methods in order to keep up with the new technology. Most of the magazines and newspapers become accessible across the world via internet through new methods such as websites and blogs: “(…) media forms are now distributed across different types of transmission (…). Newspapers are already widely accessible as text on Internet (…)” (Denis McQuail, 2005: 41). The publications looked much closer at their reader’s needs and created a more personal approach with the public: “The new media and the Internet in particular have made the idea of the personal newspaper (the so-called Daily Me) in which content is assembled according the individual taste and interest(…)” (Denis McQuail, 2005: 158). The new methods that publications adopted created interactive online magazines/newspapers that gained global audience and as well created strong and direct connection with the readers so that “the boundaries between publisher, producer, distributor, consumer and reviewer of content are blurring” (Rice, 1999:29).
Television also put into practice new methods and gives its programs as much exposure as possible. For instance, in order to gain more audience, television networks have made some of their shows available on iTunes, which is a hybrid because it uses the distribution lines of new media and the content of old media. In other words, the traditional media are applying new methods in order to stay on track and to please the audience’s requests. Large television outlets like CNN or Fox News Channel are using Twitter and other social software to interact with viewers. Show hosts asking viewers to “Twitter your comments” is clearly the modern version of “calling in with your questions for our guest.” These are just some of the examples of new methods that are applied today in television but plethora of them could be given for the new methods that television adopted lately so that the audience’s requests could be satisfied.
The new media as well,requires new methods to be applied in the working climate of the media professionals who must have a good knowledge of the new technology. Basic technological skills concerning new media became lately part of the development process for many children in the modern society. Most of the teenagers and young adults are digital natives because they grow up with television, internet and all kinds of forms of new media. So,it is no longer remarkable to have basic skills in new media technology for a person who desires to be part of media industry. To succeed in a flood media industry with a highly competitive environment, it is a must to have a good understanding of new technology in television, radio and publishing area but as well to be aware of all traditional media techniques: “The new breed of new media needs to be a good communication designer, as well as a good digital designer; not only a talented artist with a brush, but also a talented artist with a computer table, keyboard, mouse or any newly emerging digital device and programmer’s brain” (New Media, An Approach Document, 2004).
The new media is still an emergent sector of today’s media, in process of expanding and so, the methods that it requires are as well developing in order to keep up with the requirements. So, because the landscape of media industry is in a continuous progress, new technologies are being developed and consumer’s needs are changing rapidly, new methods must be applied in all sectors regarding media.
Bibliography
Gillmor, Dan. (2008), Principles for a New Media Literacy, [Online], Available at: (accessed: 7 May 2009)
Mcquail, Denis (2005), Mcquail’s Mass Communication Theory, 5th edition, London: Sage Publication
Rice, R.E. (1999). Artifacts and paradoxes in new media. New Media and Society, 1(1), 24-32. Reprinted in D. McQuail (Ed.), (2002). McQuail's mass communication theory (pp. 125-133). London, UK: Sage
The Wall Street Journal (2009), “Making Old Media New Again”, 14 April [Online]. Available at: (accessed: 6 May 2009)
Tofel, Richard J. (2009), Restless Genius: Barney Kilgore, The Wall Street Journal, and the Invention of Modern Journalism, US: St. Martins Press
Vidwans. Vinod (2004), PGDPD NEW MEDIA.An Approach Document, [Online], Available at: (accessed: 6 May 2009)