Abstract:
The dissertation studied The Threat of New Digital Media on Print within Durban Based
Companies whereby findings were extrapolated from the qualitative data collection
methods, being interviews and an online survey. In the past, companies predominantly
relied on print media channels to communicate their message effectively to their target
audiences. However, in recent times with the integration of digital a shift has
occurred. A key discovery identified was that print is declining however a demise will not
occur due to key variables influencing this. Instead, a holistic marketing approach should
be implemented by companies, to ensure a broader coverage of all target audiences. The
study was small scaled, therefore no generalisations could be made with statistical
confidence, however a key contribution was made to suggest specific recommendations
and suggestions for future studies based on this topic, allowing future researchers with a
base of knowledge and opinion to enable strategic direction into their research.
