Out with the old, in with the new? : traditional media versus new media in the local sector of child photography

Abstract

The purpose of this dissertation is to explore the use of new versus traditional media in order to determine which is the most effective in the local sector of child photography. Design/Methodology/Approach - Questionnaires were conducted personally in order to avoid biased results. The data was then analysed with the use of Excel and Fusion Tables and the results were cross-referenced in order to better understand the trends of the mothers, fathers and grandmothers that were questioned. Findings - While Internet use has increased in Malta, those respondents over 45 years of age are still avid TV viewers. Traditional media use in general has indeed decreased. However, social media use has exceeded TV use. Thus, it is advisable for companies to combine their advertising between TV and Internet. Research Limitations/Implications - This study is simply a snapshot in time of an industry that is constantly evolving, so this research could quickly become outdated. Practical Implications - This research can help local photographers to better select what media to advertise on, according to the age group they are targeting. Originality/Value - With the recent advances in technology, both consumers and marketers are shifting their attention to the Internet. However, the Internet is not always the most effective method of advertising. This study has shed light on the new and traditional methods of advertising and how they are used by Maltese parents and grandmothers, and which media are the most effective when it comes to promoting child photography.