By David Brooks, Editor, BRAD Insight
One question the prevalence of the internet has posed, no matter what you are looking for: where can a consumer or business executive go online and get exactly what they want for free? Furthermore, why pay for print publications and business tools when online searches might do the trick?
The prevalence of free and fast, up-to-date news online has certainly hurt the newspaper industry. However, this isn’t the first stumbling block print has encountered. Print has survived the advent of radio and then television, so it makes sense it will find a place alongside internet.
In fact, a recent BRAD Insight survey found that 60% agreed that print isn’t dying and that it isn’t too slow for today’s news. But the research also discovered that 83% agreed that the way we want our news and information delivered has irrevocably changed.
As a result, print is moving away from breaking news and into the direction of tailored analysis, leaving digital as the quickest way to get the most up-to-date information. Going on Twitter and seeing what is trending has kept me informed up to the minute on the Premier League transfer window. Google searches have become more and more refined, as we can search by time frames, by individual sites, grouped search terms, etc. Both are invaluable sources of news.
But are online searches and social media sites replacements for business tools tailored to an individual’s work practices? Online is a mammoth database you could forever search without getting exactly what you need. Online information may be more global than ever, but there is still a need for regional and sector specific information. Regional news is available via hyperlocal journalism, like at Trinity Mirror’s Your Place network in the North East, but sector specific information is still the realm of B2B publications.
Business tools like ALF Modules, which covers contact information by sector and region, tailor information still worth investing in. It is a choice, either you invest money in a single business tool or B2B publication specific to your needs, or you invest time and effort in wading through the thousands of online sources.
To download the report and survey findings in full click on the 'view attachment' link below:
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