Technology that Touches a Greater Number of People

Technology looks set to disrupt the space that has traditionally separated print from broadcast. Alan Dunachie at Economist.com points out that it is possible to survive the potential turmoil that could follow.

“Technology allows us to touch a much greater number of people through the Web. It is easy for someone to search for something online and come across the Economist. In the old days, they needed to find a newsstand.

“Technology also offers different means of getting the Economist. You can access the Economist in its entirety in audio and podcasts, which take the Economist to people who may not be able to consume the product in print because of their busy lives.

“Economist people love ideas; it stimulates the mind. The wonderful thing about the Web is that it allows people like that to come together. A new opportunity provided by the Internet is The Debate series, where our readers take part in an Oxford (University) type of debate, with an (official) moderator pushing the arguments in different directions. This has brought social-networking for a community of like-minded people who share and love of the way the Economist thinks.

“Our dotcom revenues grow between 20% and 50% a year. We’re also increasing the readers because, as a marketing tool, the Web site encourages more people to pick up the print edition. “But I predict you’ll see a consolidation among TV and newspapers because of technology. Newspapers are competing against TV news programs on the Web and the pressure to add video to their sites is growing. Meanwhile, it is easier for TV stations to enter the print business because they are writing their content before reading it. There will be cost savings by bringing them together.”

Contact: AlanDunachie@economist.com

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