BY: JACO PIENAAR
To misappropriate Aldous Huxley, we live in a brave new world. The connected lifestyle has changed the way people not only engage with one another but also how they consume content. But what does the digitisation of media mean for monitoring and analysis agencies?
Despite the fact that print publications are fighting for survival and the recent closure of several ‘leading’ magazines, there will always be a market for the more traditional ways of reading. However, print needs to realise that it is not a case of doing one at the exclusion of the other. There needs to be complementary services offered to cater for both print readers as well as those who want to engage with the content online or via a mobile device.
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