5 Declining Methods of Advertising
The digital age is changing the way brands advertise to (younger) adults because their consumer behavior isn’t the same as older generations. First, digital content is replacing print media sources like newspapers and magazines. Also, fewer (young) people are watching television and going to the movies. Many households don’t have home telephones, having replaced them with cell phones, making it harder for advertisers to reach consumers at home.
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Newspaper subscribers have declined over the last two decades as more readers turn to digital content. Also, many (remaining) newspaper subscribers are older and outside of the target demographic group that advertisers desire to reach, so newspaper adverts are no longer cost-effective for most brands.
Magazine readership is declining as many people are replacing magazines with interactive digital content. A lot of young people enjoy engaging content that includes interesting videos and interacting (online) with other readers. That’s why digital content is growing more popular, while print media continues to decline. Therefore, magazines are no longer a good way for many brands to reach their (younger) target audience.
Television commercials are still in use, as networks sell advertising to pay for programming. However, fewer people are watching television live because they can stream shows (commercial free) or record shows to watch later (skipping the commercials). Therefore, television advertisements are reaching fewer people than in the past. Also, many young people are cord-cutting – and not watching traditional television programming at all. That makes it hard for advertisers to reach young audiences with their commercials.
Movie theater attendance is declining (especially among younger audiences) because many prefer to stream movies at home. The (average) price of a movie ticket is higher than video streaming services, which allows people to spend less money watching a movie at home. Also, many like to have the freedom of deciding when to watch their film (on-demand), instead of having to see it at a specific time at the movie theater. Unfortunately, since fewer (young) people are going to the movies, brands don’t get their ads in front of as many (target) consumers at the movies.
Lastly, many households no longer have home telephones because their occupants use cell phones. A lot of people won’t answer their cell phone if they don’t recognize the number, so advertisers don’t reach as many consumers through telemarketing. Also, consumer protection groups have lobbied lawmakers to create a national no-call list – which prevents telemarketers from contacting households on the no-call list. Therefore, the number of advertisers that use telemarketing to market products and services is declining.
In short, traditional methods of advertising are declining, since they fail to reach younger consumers. Many brands want to reach younger adults under the age of 50. Unfortunately, younger adults aren’t consuming (as much) print media and traditional entertainment sources. Instead, young people are viewing content on-demand (when and where they want to see it). That makes it challenging for brands to advertise to an audience that consumes media and entertainment through alternative formats.