Older new media poses problems for industry

By Matthew Boyle | mboyle@flagler.edu

Are e-mails still relevant and effective forms of new mass communication? I don’t know the answer to that question but one thing that does surprise me is that people still push e-mail newsletters and e-mail marketing.

I’m shocked that such an emphasis is placed on an archaic new media form. In the day and age of Twitter, Facebook and endless social media and Web 2.0 platforms as well as iPhones, iPod Touches, Kindles, Blackberries and other smartphones, why focus on the new media of old.

Imagine an activist group pushing a Myspace page. It’s outdated. Or, if a professional videographer still uses those antiquated big tapes or if a photographer still uses film for non-aesthetic reasons.

The technology has evolved and, as a society, we’ve adapted to it and developed different uses for it. We still use Myspace, however infrequently. It has become a place for bands and musicians to promote their songs and albums. We still use cameras, but have better digital technology to help us out.

In terms of e-mail marketing and e-mail newsletters, I think the Web 2.0 business needs reform. New media experts out there need to focus and specialize e-mail’s usage so as not to overload readers and subscribers but to hone in on just the right balance of content in their inboxes.