Singapore News Industry: Trends and Challenges Analysis, COM308

This report analyzes the current trends in the news industry, focusing on the challenges faced by news organizations in Singapore. It highlights the impact of digital media and social media platforms like Twitter and Facebook on the news consumption habits of the public. The report examines the shift from traditional print media to online news sources accessed via smartphones and other devices. It also discusses the decline in trust in credible news sources and the rise of fake news. The public sphere model is presented as a tool for news media organizations to adapt their strategies and engage with audiences effectively. The report suggests that embracing digital media is crucial for the survival of news organizations like Singapore Press Holdings and Mediacorp, emphasizing the need for integrated marketing solutions and free access to digital news to maintain customer interest. The analysis includes references to relevant academic sources and models.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
It has been a growing problem for the news business organizations like Singapore Press
Holdings and Mediacorp to compete with the local and national media groups. Some reasons
have been identified to show the downfall of their business (Sph.com.sg., 2019). The recent
trends about the current trends of the media agency or industry have revealed that the popularity
of the different social media groups has increased a lot in the past decade. With the development
of the internet, the news formats have changed a lot and people are more intent to read the news
on their smartphones by using the internet.
It should be mentioned in this scenario that people are likely to get all the information
online and it has crossed the boundaries of printed newspapers. Apart from the conventional
news media sources, people also get the important information from the different social media
platforms like Twitter, facebook and others (Sph.com.sg., 2019).
The public sphere model is a tool by which the news media organizations can fix their
strategies for the betterment of their condition. Definitely, the level of trust on the credible users
has fallen down quite a bit now. This is why the news media organizations are likely to improve
their strategies and make tie ups with these social media platforms for presenting the news in a
better way (Xu et al., 2014). The best strategy to get over these issues for the Singapore Press
Holdings and MediaCorp will be to move to the use of the digital media. The digital future seems
to be the only destination as of this moment for the news media organizations. The digital
initiatives of these organizations will reach the audience faster and more accurately. The
audience will not have to wait till the morning to get the news in the printed form about the
important national and international events. Rather they will be able to get the proper news
within a very short span of time. The integrated marketing solutions should be done on various
platforms and this is how they will be able to gain the commercial benefits.

2MARKETING
Through the public sphere model, news media organizations such as Singapore Press
Holdings and Mediacorp will be able to get an idea of the ways they could serve the interest of
their customers. The inventor of the public sphere model was Jurgen Habermas (Kellner, 2014).
This should be the most appropriate model for the success of the news media organizations
though they have focused on the market model in the last few years. Through this market model,
news media forums are currently focusing on making profits, overlooking the interest of their
customers (Miranda, Young & Yetgin, 2016). The executives of the Singapore Press Holdings
should always aim for the free access of the print and digital news. It is because the customers
will look for the free online news for their benefits. Customers do not like to get the fake news
from the social media platforms and they need appropriate news on the digital media platforms
from the authentic sources.

3MARKETING
References List
Kellner, D. (2014). Habermas, the public sphere, and democracy. In Re-imagining public
space (pp. 19-43). Palgrave Macmillan, New York.
Miranda, S. M., Young, A., & Yetgin, E. (2016). Are social media emancipatory or hegemonic?
Societal effects of mass media digitization. MIS quarterly, 40(2), 303-329.
Sph.com.sg. (2019). Home - Singapore Press Holdings. Retrieved 12 August 2019, from
https://www.sph.com.sg/home
Xu, J., Forman, C., Kim, J. B., & Van Ittersum, K. (2014). News media channels: Complements
or substitutes? Evidence from mobile phone usage. Journal of Marketing, 78(4), 97-112.