From the traditional page flick to the everlasting scroll

The snowball effect of modern media consumption

First we saw The Independent, then InStyle went digital only, but who will be next and did we really see it coming?

Sadly, the growing trend towards the digital industry appears to be detrimental to the print media world. We are now living in a modern media culture with many making the bold shift to the online era as online journalism exercises a greater degree of creativity and more.

Hense why websites like Buzzfeed are winning the internet daily. Founder and CEO Jonah Peretti discussed in his ‘end of year memo’ the huge shifts which have occurered over 2016 and what the future holds for industries like Buzzfeed:

“Our industry has a tremendous opportunity to invent the future of content on social and mobile platforms. We can pioneer new creative practices, new formats, and better experiences for audiences.”

He goes on to highlight with traditional media companies, there are no digital advantages for consumers to try and experience, as a result everyone is experiencing the same thing.

However with digital today, there is a consistent flow between the media company and audience, therefore creating happy consumers due to media companies offering digital advantages like personalised and responsive information.

But what makes online fashion journalism more desirable than traditional glossy print?

Online Fashion Journalism has the power of hooking the reader with a range of other pieces vying for attention, all just a simple click away. Alongside this ease of accessibility, many online fashion pieces include a short reading time.

But why do journalists do this? Unfortunately, I believe it’s heavily down to you’re average reader’s attention span, and the impact of today’s demand for short and snappy content. Even research shows many people don’t get to the end of online articles these days.

Another real beauty of online journalism is its mainly free to access, since the content is fairly easy to produce and doesn’t require a huge amount of expense like traditional print. So maybe this is why you always see print magazines on offer now!

“Journalism faces a crisis of faith, pressured by technological change” — Judy McGregor

The digitalisation of journalism has impacted enormously on the fundamental job of a journalist. With print publications falling to digital only; like the domino effect, this worryingly puts more journalists jobs at risk. However, that’s not the only threat. In our current generation, Kayla Boyd describes print magazines as a whole are becoming less relevant due to blogs, smartphone apps, social media, and other digital sources.

Some of the concerns pinpoint the decline of the traditional journalist in favour of the modern blogger.

Consumers now care more about who’s creating the content. In fact, 23% of total Internet usage is devoted to social networks or blogs. Modern bloggers have more opportunity to showcase their personality through their creative control all of which can be presented as a combination of text, audio and visual.

Take a look at hit fashion blogger Tanya Burr...

Source: YouTube

Of course, this is all down to the general consensus in requirement for fashion 24/7.

The days of popping to the shop, treating myself to a magazine, then unwinding with a cup of tea and flicking through the pages now seem sparse. Media consumption is increasingly being lived through screens. Additionally, it’s the extension of online journalism that has become addictive to the modern consumer. The click throughs to other posts, websites and social media networks are endless, while in reference to my previous post, journalists must embrace new ways of communication in order to survive in our digitally saturated world.

A word or two from the InStyle editor…

“The fashion world is changing dramatically, the way our audience interacts with it is changing and we have to change to meet that challenge. With a focus on delivering the InStyle experience across all digital platforms, we can really give our audience 24-hour access to all the fashion and beauty looks, trends and brands they clearly have such a huge appetite for.” — Charlotte Moore

Now, as a regular consumer of InStyle, the benefits that the digital only brand bring is faster; more interactive and I feel more personalised to my interests in fashion. This customisation of content is a key characteristic I feel consumers have been asking for. Its as if a journalist is behind the screen offering niche content at my fingertips rather than a static page available to everyone.

On that note, it appears there is a lose of appetite for traditional print in the current digital age, but in terms of development journalism this area is expected to rise! This leaves me thinking, that we are now so profusely greedy for content immediately; from the latest trends to asking ‘who wore what on the red carpet last night’?

Nobody wants to wait around anymore to buy a newspaper or magazine, instead those copies sit on the newsstand while we all scroll online freely.


Check out my other posts surrounding journalism and fashion in the digital age HERE, or follow @katiewhite2017 on Twitter.