{"id":1003,"date":"2009-08-29T21:08:10","date_gmt":"2009-08-29T19:08:10","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=1003"},"modified":"2009-08-29T21:19:11","modified_gmt":"2009-08-29T19:19:11","slug":"ad-la-mezcla-de-papel-y-video","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2009\/08\/29\/ad-la-mezcla-de-papel-y-video\/","title":{"rendered":"[AD] La mezcla de papel y v\u00eddeo"},"content":{"rendered":"

Navegar por Internet, ver la tele, escuchar la radio, leer un diario…\u00a0a lo largo del d\u00eda\u00a0elejimos\u00a0qu\u00e9 medio consumir<\/strong>. La decisi\u00f3n puede depender del tiempo de ocio de que disponemos, de nuestra predilecci\u00f3n por uno u otro o incluso de una costumbre arraigada.<\/p>\n

Podemos escuchar la radio por la tele o por Internet y ver la tele y leer\u00a0la prensa online. Los medios se mezclan cada vez m\u00e1s, ofreciendo m\u00e1s de los otros, copi\u00e1ndose para diferenciarse<\/strong>. Se trata de una carrera por ver qui\u00e9n consigue m\u00e1s de nuestro tiempo, es decir, qui\u00e9n tiene\u00a0m\u00e1s audiencia que vender. Es la econom\u00eda de la atenci\u00f3n.<\/p>\n

En este contexto, leer<\/a> (gracias David<\/a>)\u00a0y ver la noticia de que una revista ha incluido v\u00eddeo en sus p\u00e1ginas<\/strong> no tendr\u00eda que ser algo sorprendente. Cualquier medio es un soporte publicitario, hay que innovar y\u00a0adaptarse para no desaparecer. Y el papel es quien m\u00e1s miedo tiene de esta convergencia de medios.<\/p>\n

Pero el Video In Print<\/a>\u00a0lo es, hoy es noticia y todos hablamos de\u00a0Entertainment Weekly (objetivo cumplido<\/a> tambi\u00e9n para la CBS y Pepsi, los anunciantes) y, al menos personalmente, me encantar\u00eda hacerme con un ejemplar<\/strong> y guardarlo (todo el tiempo que duren sus pilas) igual que me hubiese gustado ver la tinta electr\u00f3nica de Esquirre<\/a>. Son n\u00fameros hist\u00f3ricos que alg\u00fan d\u00eda veremos con nostalgia<\/a>.<\/p>\n

De momento,\u00a0no me\u00a0imagino en el metro leyendo, perd\u00f3n, viendo un v\u00eddeo de 40 minutos en una revista, menos a\u00fan si es publicidad (\u00bfqu\u00e9 har\u00eda el resto de pasaje?). Tan f\u00e1cil es apretar un bot\u00f3n en el mando a distancia como pasar una p\u00e1gina<\/strong>. Pero tampoco\u00a0hace 10 a\u00f1os\u00a0me ve\u00eda viendo series frente a la pantalla del ordenador y ya es algo corriente.<\/p>\n

Cuando no sea noticia, \u00bfc\u00f3mo van a competir anuncios est\u00e1ticos\u00a0 con v\u00eddeos? \u00bfEs este el fin de la publicidad gr\u00e1fica<\/a>?\u00a0\u00bfC\u00f3mo conseguir\u00e1n que prestemos atenci\u00f3n al texto\u00a0si la revista se convierte en un televisor? Y la prensa, \u00bfleer\u00e1n las noticias en lugar de escribirlas? \u00bfQu\u00e9 har\u00edan para distinguirse de los anuncios?<\/p>\n","protected":false},"excerpt":{"rendered":"

Navegar por Internet, ver la tele, escuchar la radio, leer un diario…\u00a0a lo largo del d\u00eda\u00a0elejimos\u00a0qu\u00e9 medio consumir. La decisi\u00f3n puede depender del tiempo de ocio de que disponemos, de nuestra predilecci\u00f3n por uno u otro o incluso de una costumbre arraigada. Podemos escuchar la radio por la tele o por Internet y ver la […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5,6,2,3],"tags":[230],"class_list":["post-1003","post","type-post","status-publish","format-standard","hentry","category-internet","category-prensa","category-publicidad","category-television","tag-pasado-vs-futuro"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/1003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=1003"}],"version-history":[{"count":8,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/1003\/revisions"}],"predecessor-version":[{"id":1011,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/1003\/revisions\/1011"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=1003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=1003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=1003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}