Disruptive innovation

"The 300-hundred year old print media industries, however, are highly resistant
to change."-Picard

Ya don't say! I have brought up simular ideas in class. Today we have different ways to digest print media-whether it be looking up newspaper articles on a phone or iPad, or reading/buying books on a Kindle Fire. As long as audiences are accepting these new forms of technologies, advertisers and publishers need to expand and evolve their craft. While we are not at the point where print advertising is dying, it is changing. In UT's creative program, we don't even think or talk or create advertisements for newspapers. When someone in class is talking about a print ad, it is automatically assumed they mean a magazine ad, full color.

I agree with Picard that right now the new technologies aren't a threat, because advertisers and readers haven't switched to new media in large enough quantities. But that could be because we still have that older generation who traditionally have read hard copies of books and newspapers. These people will be least resistant to change.

Harvard's Business school professor Clayton Christensen has a theory called disruptive innovation. The disruptors are the same in every industry, according to the theory. New disruptors enter the market, attract a different audience, with low cost and original content, and take over the original leader.

Three rules in this theory are:

• Always consider the audience first
• When times change, change your business
• Build capabilities for a new world

http://www.nieman.harvard.edu/reports/article/102798/Breaking-News.aspx#part1