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refore, new media might exceed old media with the use of technology, as can be seen from the ease of advertising.

Another similarity in traditional media that extends to new media is the tedious method of gathering information, drafting and proofreading. In order for the newspaper readers and e-newsletter viewers to obtain only the correct news, newspaper companies engage reporters, journalists and editors in order to print a factual article without mistakes. (U.S. Bureau of Labour statistics, 2010) Similarly, to uphold reputation as well as to ensure that the electronic sources tally with the printed media, a piece of article has to go through the same procedure in order to be published. (Simmons, 2009) The strenuous practice of gathering information is also used in broadcast media to produce drama serials and videos of new media. Television programmes and videos posted online require many takes and much editing for the final product. (Duncan, 2010) Television series as well as short clips online from BBC News, National Geographic etc, have to go through a long process of inspection before it is ready to be broadcasted on air or uploaded on their websites. In an interview on George Negus Tonight, it was estimated that a television advertisement may take up to three months, requiring 100 people. The process includes generation of concepts, pitching the idea, developing a script and writing a storyboard before filming can take place. (George Negus Tonight, 2003)

Despite the problematic procedures, technology has smoothened these processes, making new media superior to old media. An example would be Google Docs which allows users to share their work online and make revisions together with others at the same time. This saves time as a report can be completed faster. However, this requires internet as a platform and tends to promote new media, emphasizing its functions over old media.

Both media platform serve the same target audience be it online, in print or broadcast. As mentioned, each form of media has an objective which is to disseminate a particular message and keep the masses informed. However, for those whom purposes resemble each other, they have same target audience to cater to and thus, garnering the same audience. Readers of fashion magazines such as Style or Vogue are most likely to be the avid viewers of fashion sites like Lookbook. In a similar way, readers of forums and the home section of local newspapers are most likely to be blog-hoppers. Furthermore, ardent fans of the broadcast media such as television and radio are likely to be audiences of new media such as Youtube. If you find yourself watching music videos on MTV, you are most likely to subscribe to Youtube or Hulu channels like Vevo that plays music videos online for fans. Both new media and traditional media serving the same purpose would therefore engage the same target audience.

In addition, technology has made replaying, fast-forwarding and rewinding of videos much easier. Imagine trying to rewind the music video that you are currently watching on MTV, you would probably have to purchase the pay-per-view offer, also known as On-Demand. The next best alternative would be to watch the video on Youtube and have it replayed over and over again, or just that particular segment that you like. The ease of video watching can be seen from the 2 billion views daily based on Youtube statistics. (Website Monitoring,