Is the Internet replacing television news and magazines? And will online magazines be viable with social media going berko?

by James Travers-Murison

Annual 126% growth in Internet advertising expenditure and 59% growth from 1997 to 2001 of Internet users, furthermore the professionals that we are targeting represented 35% of the work force in 2001, suggests that now advertising online is a far more effective mechanism to follow and can earn the revenue we expect. In 2011... this needs further research.


UCLA survey determined in August 2000 that 67.3% of Internet users ranked the Internet as their key information resource. 54.7% of Internet users said most on-line information is credible. Political understanding could be aided by on-line information according to 45.6%. Now nearly nine in 10 (86%) of Australians online are looking to their fellow Internet users for opinions and information about products, services and brands and as for social media sites Australia has the highest global average with 7 hours per month In 2009 we had 80% of Australians using the internet and by 2010 half the population were on Facebook The internet has started revolutions in Eastern Europe and now in the Middle East. It has outpaced any other mode of communication and doing business by parsecs. It is truly the future for humanity, democracy and freedom of speech.


It is now considered that Internet news is replacing television news. 15% of people in the U.S. read on-line news daily, 33% once a week. 45% enjoy reading news and only 30% feel overloaded; Pew Research Center, June 2000. Australia is following closely this trend. Our survey in 2000 showed in the A.C.T. Internet users read magazines, news or current affairs on the Internet: Twice daily or more 6%; Daily 18%; Weekly 41%; Monthly 24% and Never only 12%. Nevertheless it is virtually impossible to find any statistics on Ezine readership and growth. Although it remains uncertain how many people are now reading on-line magazines there is no doubt that the internet is quickly replacing other media and Ezines will be the magazines of the future especially if it is integrated into social media sites like Facebook and Twitter. TMMAG will have sophisticated statistics of readership and their demographic built into its database to assess its marketability and improve its design and targeting.


68.7% of all people were concerned about the environment and 73.4% of 45-54 year olds according to the ABS. TMMAG 2000 survey exposed an average rating of 8.15 (max 10) for concern about the environment and the need to protect it and 6.35 said they would read a technical article on environmental reform initiatives. Preventing old growth logging was important  to 8.15. Reducing air pollution to 7.75.


These trends are expected to increase and further research is proposed. Therefore eco-conscious environmental and travel articles are going to become a core part of the Ezine and extensive adventure travel has already been done to produce that content.

The September 1997 Morgan Readership Survey Index put 'socially aware' readers at 118 and 'visible achievers' at 111 and 'look at me' at 115 on a scale of 100, this suggests readers were looking for hard-hitting social current affairs and affluent wealth. March 2002 has shown an approximate doubling of magazine readership in Australia since '97. Though leveling off from 2001. Research is required to confirm this trend now.

Paying bills on the net is continuing to grow in popularity. There were 2,170,000 people 14+ using the net for paying bills in 2002 .This was a 305% increase on the 536,000 people who used the net for paying bills two years before. Source: Roy Morgan Research January 2000 - March 2002. Whether this will transpose to people paying more for subscriptions to magazines online is debatable and further research is required. Few ezines are paid for and subscription seems to only work for specialist information services.

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