ABSTRACT
We are in a transitional period in the history of marketing and advertising as we observe how the Internet redefines the way we communicate and consume mass media. While many argue that traditional ways of watching TV or listening to radio are here to stay, and still others say that holding a paper book or newspaper is an irreplaceable experience, current trends in media consumption are definitely showing a preference for technology over tradition. Many magazines and newspapers are being accessed either exclusively or primarily online. Hulu, Netflix, Amazon Prime, and others’ streaming media and original content are replacing traditional TV programming. Meanwhile, smart TVs, Roku, Apple TV, Amazon Fire, and Google Chromecast are just some of the devices that are defining the new traditions of TV watching. Even conventional channels, like radio, are shifting. As more ways of listening online audio have become available across devices, increasingly consumers are tuning in to Internet radio. Cell phones, tablets, and voice recognition speakers, like the Amazon Echo, are devices that can access streaming audio applications, like Pandora, Prime Music, Spotify, iHeartRadio, and TuneIn. Users of these apps can access syndicated or live radio-streaming content along with news sites, like BBC, NPR, and CNN, and other applications.
