The internet complements, not replaces, classic media

Lawson%20MuncasterWithout a shadow of a doubt the Net is one of the most exceptional technological revolutions of the past 50 years. Yet I believe it will never replace traditional media such as newspapers.

While the Web has become part of everyday life, it is – especially in the business world – a functional tool. City AM has a website and will launch a new portal in September. Our ambitions for the Web are clear: we want to develop the user’s experience with the brand. To achieve this we will enhance the editorial offering, such as developing our lifestyle section.

Research into our readers’ favourite lifestyle sites – recruitment, travel, property, as examples – has led to white-label partnerships with these sites. In effect, we have created a “one-stop shop” where readers can find anything from the latest financial news to where to get their hair cut in the city. The new portal will be different to any other newspaper site. We do not want to replicate our paper but enhance the overall performance of City AM and the relationship with its readers.

I doubt cityam.com will be a financial profit centre that is better than the newspaper. There are very, very few brands that have been created purely on the back of the internet. Companies still need to have an excellent product, which needs to be communicated through traditional media as well as the internet. For business, the internet is purely a sales tool. I would like to know, for instance, how much of the revenue derived by FTSE-250 companies is generated via internet versus their total billings. I would be surprised if it exceeds 10%.

If the Web is really as strong as some claim, it would carry much more brand advertising. Part of the problem here is the creative execution. Pop-ups ruin the user experience, whereas advertisements in a newspaper enhance the reader experience.

The industry needs to take a more balanced view of the internet and appreciate it is just one component that makes for a multimedia world. Let’s be pragmatic and champion each component on a real scale.

Lawson Muncaster, City AM

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here