Final answer:
The move toward ROI in digital media is driven by the shift from traditional to digital news consumption, necessitating a focus on digital ad revenue and the introduction of digital pay plans. News organizations need to monetize digital content effectively to stay financially viable amidst a decline in traditional media consumption.
Step-by-step explanation:
The aspect of digital media driving the move toward ROI, or return on investment, is the increasing shift of news consumption from traditional media to digital platforms. The Pew Research Center for People and the Press reports that the proportion of Americans getting their news from digital sources rose from 24% to 39% between 2004 and 2012. This shift has had significant implications for traditional print and broadcast media, impacting their audience reach and affecting their revenue streams.
As a result, digital ad revenue has become a key focus for news organizations. While digital advertising is on the rise, it is often not sufficient to fully compensate for the losses faced by print publications. Therefore, many news outlets have turned to digital pay plans to supplement their income and sustain operations. The challenge for these organizations is to create effective digital strategies that not only attract readers but also generate the necessary revenue to succeed in the digital age.
The move towards ROI in digital media is also being fueled by the way we, as a society, are becoming both creators and consumers of content. The rapid production and consumption of digital content have made it possible for news organizations to instantly share news and for consumers to access it. However, the financial sustainability of these organizations relies on their ability to monetize this content effectively, thereby ensuring a satisfactory return on investment.