The Future of Online News Media

This assignment explores the current state and future prospects of online news media. It examines various factors influencing the industry, including technological advancements, changing consumer habits, economic pressures, and the impact of social media. Students are tasked with analyzing these trends and evaluating their implications for the sustainability and evolution of online news platforms.

Running head: COMMUNICATION TREND
Communication Trend
Name of the Student:
Name of the University:
Author Note:

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Executive Summary
The study explores the effects of the digitalization in declining the revenues of the newspaper
media. it was noticed that due to the advancements of the digital technologies, people ado not
pay more attention to the traditional media, like newspaper articles, the journalism practices are
also hampered due to such changing trends. The reports derived from the survey conducted by
200 UK media agencies indicate that these agencies are evolving their businesses for
understanding the greater impact of the advertising technologies on the industry. Eventually, the
staffs are changing in order to keep pace with the changing technologies. The study would be
associated with the mixed method research process. In this research process, both the secondary
and the primary information will be collected to gather the sufficient knowledge about the
emerging trends in the online media platform. The market model ensures that the society requires
the services that can meet the requirements through an unregulated process of demands and
supply. The public sphere model initiates the idea that the needs of the society cannot be entirely
fulfilled through utilizing the market system. The online newspaper media requires focusing on
the web at the first place. Once the media is establish, they can report from multiple platforms. It
is essential to understand that the unique value of the products or services would represent more
profitability in a huge competitive market.

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Table of Contents
Introduction......................................................................................................................................2
The changing Trends in the News Industry and Meeting the challenges of Digitalization.............2
Research Question, Research Method and Justification..................................................................4
Application of Market Model and Public Sphere Model.................................................................7
Market Model..................................................................................................................................7
Public Sphere Model......................................................................................................................10
Action Plan....................................................................................................................................11
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction
Emergence of the digital technologies and new platforms has been ruling over the media
industry much significantly. In current time, it has been noticed that the digital technologies are
the major threats to the newspaper articles. The revenues gathered from the newspaper industry
have been declining much noticeably after the emergence of the World Wide Web (Santana,
2014). It is noticeable that such digitalization has become much threatening to the media
ecosystem and journalistic practices. Hence, it has become essential for the newspapers to
experiment the ways of maintaining the journalism practices for meeting the challenges imposed
by the digitalization (Xu et al., 2015). It is essential to understand that the unique value of the
products or services would represent more profitability in a huge competitive market. Hence, it is
essential for the company to provide the unique content that would be much interesting for
creating the customer buzz. The study would explore reinvention of the newspapers to meet the
challenges posed by the digitalization. The online news article named How the Media Agency is
Reinventing Itself in the Digital Age, published in Marketingnews.com would provide the
insightful ideas about the subject in this study. The analysis of the changing trends to the news
industry would be analyzed. Furthermore, the study would develop the use of the market model
and public sphere model to evaluate the operational ways of news industry. In addition to this,
the fruitful recommendations would also be provided to the news industry in order to enhance
the effectiveness in the digital age.
The changing Trends in the News Industry and Meeting the challenges of Digitalization
The transformation in the digital age is ensuring the most dramatic change in the world of
marketing. The advertising technology and the digital marketing process are the new norms in

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the marketing field (Ksiazek, Peer & Lessard, 2016). The agency models have been experiencing
more effects since the employed staff numbers are huge. The reports derived from the survey
conducted by 200 UK media agencies indicate that these agencies are evolving their businesses
for understanding the greater impact of the advertising technologies on the industry. Eventually,
the staffs are changing in order to keep pace with the changing technologies. It is reported that
almost 80% of the buyers now prefer the traders and the tech strategists. On the other hand, the
planners are entering to the data analyst role that is reflected through the responses of 88%
respondents. Almost 83% of the respondents implied that both the planners and the buyers are
evolving into the account managers as well as the creative consultants (Morrell and Morrell
2017). Such changes in the media industry are much appreciable and they have worked harder to
adopt this change. The strategic consultants had to work hard to evolve their roles as the data
specialists or data analytics. They have evolved into the different roles just to meet the changing
requirements of the industry. The survey report reflects that almost 69% of the respondents are
tech-savvy whereas almost 60% of the respondents mentioned that they have expanded the social
offering and the mobile activities in last few years (Jobscentral.com.sg, 2017). On the contrary, it
is notable that almost 39% of the respondents to evolve into more consultative approach.
It is notable that the majority of the agencies were working much intensively with their
tech partners. Majority 90% of the respondents claimed that they establish the partnerships when
they are profitable through the productive collaboration. The ad-tech allowed their agencies to
provide the clients more effective and beneficial technological solutions by considering rates that
are more competitive (Kumar & Gupta, 2016). However, these agencies were yet to face more
challenges since they face trouble in developing profitable models around their tech partners. It
is to be considered that traditional media was quite easier to monetize than the ad tech. It is

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necessary for the agencies to come forward and build up more transparent and comfortable
technological environment (Pang et al., 2014). The transformation through the online newspaper
process would be much significant in meeting the challenges in the era of digitalization.
Research Question, Research Method and Justification
In this digitally connected world, it is necessary to select the consumers more
appropriately. The research is needed to be developed to identify the demands and needs of the
consumers. The research would be conducted by concentrating on the following research
question.
 How the changing trends in the digital media has transformed the newspaper industry?
 What are the evolving trends are adopted to meet the challenges posed by the
digitalization?
 How the consumers’ responses are creating impact on the newspaper industry?
The research questions are mainly concentrating on the changing scenario in the digital
media. it is notable that the transformed digital media industry has the significant effects on the
traditional journalism. Most of the challenges come due to the development of the digital
technologies (Lee, Lewis & Powers, 2014). The journalism practices have been losing its edge
due to the online information trends. On the other hand, the newspaper industry has been
undertaking the new approaches to save the trend worldwide (Kumar & Gupta, 2016). The
associates in the newspaper industry thus transited into different roles and introduced the online
newspaper trends. Especially, in Singapore, the high literacy among the people has helped them
to develop the technological advancements in the newspaper media as well.

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However, in order to conduct this study, it is necessary to apply the appropriate
methodology that can be helpful enough in understanding the need for the changing media in the
newspaper industry. The use of the appropriate data collection method would be beneficial to
gather the adequate information from the external sources regarding the use of online
newspapers. Therefore, the study would be associated with the mixed method research process.
In this research process, both the secondary and the primary information will be collected to
gather the sufficient knowledge about the emerging trends in the online media platform (Peress,
2014). The secondary information in this study would be collected from the online newspaper
articles, websites, and books. On the other hand, a research survey would be conducted among
the consumers in Singapore that are fond of using the digital means for deriving information. The
application of the proper philosophy, approach, and techniques would be helpful enough in
gathering the relevant data.
The research philosophy is categorized into three types, such as realism, interpretivism,
and positivism. The positivism and realism philosophy deal with the extraction of the hidden
truth related to the subject matter. It is necessary to understand the hidden truth behind the
subject matter. On the other hand, interpretivism philosophy deals with the interpretation and
observation. Therefore, the use of the positivism philosophy is appropriate enough for
conducting the research data based on this subject matter. The research approach is divided into
two sections, such as inductive and deductive. The inductive approach formulates the new
theory whereas the deductive approach deals with the existing theory. The study focuses on the
advertising technology and the digital marketing process are the new norms in the marketing
field. The agency models have been experiencing more effects since the employed staff numbers
are huge. The existing theoretical information would be helpful enough in understanding the

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emerging trends fueled by the digitalization. The use of the deductive approach would be much
preferable in this study since it deals with the existing theory and concentrates on the
hypothetical values. Hence, the use of the deductive approach would be justified for this study.
The research techniques are also divided into three different typologies, such as
exploratory, explanatory, and descriptive. The exploratory and explanatory research study
focuses on the explanation of the subject matter whereas the descriptive design deals with the
description of the real life scenario. In order to gather the adequate information regarding the
current trends in the online media channels, it is essential to understand the perceptions of the
consumers (Foust, 2017). The information gathered through the survey process would be helpful
to be analyzed by using the descriptive design. This technique is much fruitful in analyzing data
collected from the primary data collection process.
The study is deals with the mixed method research, where both the primary and
secondary data collection process would be initiated. The information would be gathered from
the secondary sources, such as websites, online newspaper articles, and books. This process is
known as the secondary data collection process. On the other hand, it is necessary to gather data
by observing the real life scenario. In such context, the information obtained from the people
who have been experiencing the situation in their real life is much preferable. Therefore, the
primary data collection process is divided into two major sections, such as quantitative data
collection and qualitative data collection process. In the quantitative data collection process, the
survey would be conducted among the consumers who have been dealing with the real life
scenario.

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In the survey process, the questionnaires are distributed among the consumers to gather
their responses. The consumers would provide the information related to their knowledge about
the online newspaper. It would even clarify the feasibility of developing such trends to meet the
challenges posed by the digital media. On the other hand, the qualitative data collection process
includes the interview of the managers from online newspaper industry. The enriched ideas about
the online media trends and the revolutionized practices of online media newspaper industry
would be gathered through this interview. Hence, the use of the quantitative and qualitative data
collection process would be much helpful for this study. The further section of the study would
provide the development of the theoretical framework to evaluate the way of the online
newspaper in serving its resilience.
Application of Market Model and Public Sphere Model
The changing scenario in the online newspaper industry has brought changes in the roles
of the associates. The above discussion has revealed many of the specific trends foreseen in the
public sphere. It is notable that the ad-tech allowed their agencies to provide the clients more
effective and beneficial technological solutions by considering rates that are more competitive
(Krumsvik, 2014). However, these agencies were yet to face more challenges since they face
trouble in developing profitable models around their tech partners. It is to be considered that
traditional media was quite easier to monetize than the ad tech. It is necessary for the agencies to
come forward and build up more transparent and comfortable technological environment (Kumar
& Gupta, 2016). The evaluation of these specific changes in the media industry is much
complex. There are many of the competing and different frameworks available for understanding
the perspective values of the mass media. The development of Market Model and Public sphere
model would be much appropriate in this context.

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Market Model
The market model ensures that the society requires the services that can meet the
requirements through an unregulated process of demands and supply. The model treats the media
like other services and products. Myllylahti (2014) argued that the businesses are eagerly trying
to meet the needs of the consumers to participate in the competitive scenario. The market model
includes few steps that are discussed further
Advantages of the market
It is noticed that the market model helps in promoting the use of unregulated markets in
terms of delivering services or goods. The online newspaper industry requires functioning
properly by selecting the sufficient number of suppliers of the news. Therefore, it is observed
single supplier would be able to influence the market dynamics. In the online news media field,
the changing roles of the data analytics and creative thinker thus create a significant impact on
the consumers’ minds (Franklin, 2014). Presenting the news in a creative way creates the effects
on the minds of the reader. Especially, when they can get access to the online news through
technologies, it becomes easier and interesting for them to gather the information as per their
convenience (Vu, 2014). Hence, the advantages of the online newspaper are needed to be
highlighted in front of the consumers.
Efficiency of Market Promotions
Majority of the business markets are inclined towards promoting the goods or the
services to the target customers. The centralized planning process is much helpful in promoting
such products or services (Kumar & Gupta, 2016). It is notable that the companies are
continuously trying to increase the profit parameter by developing the service and good delivery

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methods at lower costs (Scott, 2015). Online media is supposed to be the cheaper platform where
the companies can promote the news and spread among the consumers. The cheaper costs
associated with the online development of the media news are quite feasible for the business
marketers to draw the interests of the customers and earn a profitable amount.
Promoting Flexibility and Innovations
Besides making profits from selling the products and services, it is necessary for the
business marketers to maintain much flexibility and innovative approaches (Lee & Ho, 2015).
The market-based economics thus pay attention to the preferences and extra value added services
that can be beneficial in attracting a larger number of customers (Ju, Jeong & Chyi, 2014). The
quick adaptation to the supply and demand balance would be much preferable in this context. On
the other hand, in order to maintain the resilience, it is necessary for the marketers to participate
in the developing the new process of online newspaper media would attract a larger number of
people (Thornburg, 2015). For instance, when people can use their devices and different
applications, they can visit the online newspaper sites to gather the daily information. Hence, it
would be an innovative approach for those who lack time to spend on newspaper on a daily basis
(Schlesinger & Doyle, 2015). The emergence of the innovative media would be beneficial for the
newspaper industry to earn more benefits.
Market Structure and Competition
Market structure is generally referred to the economic characteristic of any specific
market that ensures the product differentiation (Tramontana, Westerhoff & Gardini, 2015). The
business marketers require concentrating on the unique value of the products and services that
can be effective enough to beat the competitors. Competition in media industry is conceptualized

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as the core of the federal communication (Lawton et al., 2016). The regulations imposed on the
centralized planning process are judging the ability of the competitors. However, Presnell and
Morris (2017) argued that the media industry has been experiencing growth due to which the
competition level is increasing gradually. Hence, the technological development is the
intervention for restoring the competition in the newspaper media industry (Kumar & Gupta,
2016). The development of the public sphere model would also provide the insightful knowledge
about the market in the online media industry.
Public Sphere Model
The public sphere model initiates the idea that the needs of the society cannot be entirely
fulfilled through utilizing the market system (McCabe, Snyder & Fagin, 2013). It is essential to
obtain the full rights of the citizens and the personal rights would be allowed accordingly. On the
other hand, broadcasting the information, interpreting it, and debating over the concept are
always involved with the political choices (Bode, 2016). Another condition is, the society
requires the aspirations in the range of representations associated with the central offers. The
public sphere model concentrates on several specific observations.
 First, the markets usually reproduce the inequality. It is noticeable that the markets are
mainly based on money for which they focus on reproducing the inequality. This
inequality is mostly seen within the society consisting of the people from different
cultural background (Kellner, 2014). The market player often enters widely with the
unequal resources. Availing the advantages would be much helpful in participating in a
competitive scenario in spite of the unequal resources.

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 The markets are free from the judgment whether it is sold or bought. There are no
differences found between the good products or harmful products. The market would
supply whatever is demanded by the society (McNair et al., 2017). Similarly, the
newspaper articles provide the daily information about the world and the society select
their ways to absorb it (Kumar & Gupta, 2016). Hence, it can be stated that the in spite of
the huge competition, online media channel can operate in a market in a strengthened
way.
Therefore, it can be presumed that after few years, the online newspaper media would
develop their strengthened position to maintain the resilience. It is to be considered that
traditional media was quite easier to monetize than the ad tech. It is necessary for the agencies to
come forward and build up more transparent and comfortable technological environment
(Rasmussen, 2016). The evaluation of these specific changes in the media industry is much
complex. It is notable that the technological development is the intervention for restoring the
competition in the newspaper media industry (Hosio et al., 2014). There are many of the
competing and different frameworks available for understanding the perspective values of the
mass media. The public sphere model describes the needs of the society that would be necessary
for developing the online newspaper sites.
Action Plan
The recovery of the revenues after introducing the online newspaper media is much
remarkable. However, the online newspaper industry still requires concentrating on the future
survival by focusing on some of the specific recommendations. The action plan is recommended
further to develop the insightful knowledge about the necessary activities in future.

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 The online newspaper media requires focusing on the web at the first place. Once the
media is establish, they can report from multiple platforms. It is noticed that the
newspapers are sometimes undermining the web media since there is the fixed amount of
revenues are collected from the print media. However, it is necessary to shift the focus
towards the web media as well in order to sustain the position in the future competitive
field.
 It is to be indicated that the mass-broadcasting model does not only depend on the web
platforms. It is to be suggested that the newspaper media requires concentrating on the
niche market by observing the real value of the newspaper among the people. It would be
fruitful enough in understanding the interests of the customers.
 The newspaper media should always pay focus on the offers whether it is suitable to the
needs or not. It is essential to understand that the unique value of the products or services
would represent more profitability in a huge competitive market. Hence, it is essential for
the company to provide the unique content that would be much interesting for creating
the customer buzz. On the other hand, it is also even necessary to employ the creative
writer to develop more creative and unique contents.
 The association of the journalists who contextualizes the real time to develop creative
contents to the newspapers would be necessary. These journalists have the clear ability to
judge the viewpoints of the readers before they present ay content to the online sites,
hence, it is quite helpful to assemble these journalists and develop the unique content for
the future survivals.
 Real time reporting integration is another most preferable recommendation to be
followed by the online newspaper industry. In such context, the newspaper industry

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requires observing the suitable production, which is available to everyone. For instance,
using the social media sites to spread the news and promote the news pages would be
much helpful. The social media sites are widely accessed by the larger group of people.
Hence, they can receive more news or necessary information.
These recommendations would be much helpful for the online newspaper industry to
maintain resilience. The dominating digital market may have the significant impact, but
following the suitable method can increase the profitability parameter of the online newspapers.
Accordingly, the traditional media would again be used in a new firm.
Conclusion
The study explores the effects of the digitalization in declining the revenues of the newspaper
media. it was noticed that due to the advancements of the digital technologies, people ado not
pay more attention to the traditional media, like newspaper articles, the journalism practices are
also hampered due to such changing trends. The advertising technology and the digital marketing
process are the new norms in the marketing field. The agency models have been experiencing
more effects since the employed staff numbers are huge. It is notable that the companies are
continuously trying to increase the profit parameter by developing the service and good delivery
methods at lower costs. Online media is supposed to be the cheaper platform where the
companies can promote the news and spread among the consumers. The application of the proper
methodology and data collection process would be much beneficial in managing the entire media
channel. It is essential to understand that the unique value of the products or services would
represent more profitability in a huge competitive market. The newspaper industry requires
observing the suitable production, which is available to everyone. For instance, using the social

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media sites to spread the news and promote the news pages would be much helpful. The social
media sites are widely accessed by the larger group of people.
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