G-Rex And Traditional Media
Outlook|January 22, 2018

Tech companies have been eating the lunch of the media business by swiping a growing share of its main source of income: ad revenues

R. Jagannathan
G-Rex And Traditional Media

It is probably clear to most Indian media companies that their nemesis is not a rival newspaper, TV channel or website, but tech’s T-Rexes. More specifically, Google and Facebook. The latter two call themselves technology companies, but they are feeding at the same trough that media companies do.

For some time now, tech companies have been eating the lunch of media companies by swiping a larger and larger share of advertising revenues that earlier accrued to the latter. With almost zero cost of producing content, and by simply sweeping headlines and web links off news sites and blogs, Google News attracts a lot of traffic. Though there are no ads on these pages, user searches for specific types of news allow Google to place appropriate ads in the right context, giving advertisers a better chance of finding pot­ential customers. Google can thus skim the cream of ad revenues. Facebook delivers customers who display a tendency to linger on the site. Unlike Google, which is an aggregator, Facebook is a publishing platform, but won’t admit it is a media company.

This story is from the January 22, 2018 edition of Outlook.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the January 22, 2018 edition of Outlook.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM OUTLOOKView All
The Man Who Shot Deewaar
Outlook

The Man Who Shot Deewaar

Most of Yash Chopra's iconic films, including Deewaar, Kabhi Kabhie and Silsila were shot by the prolific Kay Gee

time-read
5 mins  |
April 01, 2024
Acting Away Oppression
Outlook

Acting Away Oppression

Virendra Ganvir uses theatre as a medium to confront the societal inequalities associated with manual scavenging

time-read
5 mins  |
April 01, 2024
Bonding with the Bonds
Outlook

Bonding with the Bonds

The revelation of donor-recipient connections in electoral bonds may cause discomfort to the BJP-the biggest beneficiary. But many others are looking for cover, too

time-read
6 mins  |
April 01, 2024
"We need ideas, patience, and hope"
Outlook

"We need ideas, patience, and hope"

Over the last few years, several human rights organisations have been demanding the release of former Delhi University professor Gokarakonda Naga (G N) Saibaba. On March 5, 2024, the Bombay High Court acquitted Saibaba along with Hem Mishra, Mahesh Tirki, Vijay Tirki, Prashant Rahi, and Pandu Narote.

time-read
5 mins  |
April 01, 2024
The Iron Harvest
Outlook

The Iron Harvest

The farming community has always been given great significance when it comes to poll promises and manifestoes. But many of their issues have never been resolved

time-read
5 mins  |
April 01, 2024
The Young and the Restless
Outlook

The Young and the Restless

Nearly two crore young voters will cast ballots for their next government this year. One of their major issues - unemployment

time-read
5 mins  |
April 01, 2024
The Female Factor
Outlook

The Female Factor

Female voters are set to outnumber male voters by the 2029 Lok Sabha elections in India. Yet, the number of women in the political domain remains woefully low

time-read
6 mins  |
April 01, 2024
The Politics of New Castes
Outlook

The Politics of New Castes

With the Prime Minister announcing the poor, women, farmers, and the youths as new caste categories, it would be interesting to see its impact on the upcoming General Elections

time-read
9 mins  |
April 01, 2024
The Runaway Groom
Outlook

The Runaway Groom

Tribal communities in the country have had interesting and unique wedding customs, but most have gone extinct with time

time-read
4 mins  |
April 01, 2024
Truly Traditional
Outlook

Truly Traditional

As the trend of lavish five-day weddings becomes the norm, many are going back to the roots to revive lapsed traditions

time-read
6 mins  |
April 01, 2024