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Although the traditional media companies first steps into the digital sphere were fairly clumsy, they have quickly learned from their mistakes and continued to enlarge their Internet presence.
During the last years many of the smaller players in the field of digital media have been driven out of competition by the huge media conglomerates. This mainly is a result of the advantages that the commercial media giants have over their less powerful counterparts:
- As engagement in online activities mostly does not lead to quick profits, investors must be able to take losses, which only powerful companies are able to.
- Traditional media outlets usually have huge stocks of digital programming, which they can easily plug into the Internet at little extra cost.
- To generate audience, the big media conglomerates constantly promote their Websites and other digital media products on their traditional media holdings.
- As possessors of the hottest "brands" commercial media companies often get premier locations from browser software makers, Internet service providers, search engines and portals.
- Having the financial resources at their disposition the big media firms are aggressive investors in start-up Internet media companies.
Commercial media companies have close and long ties to advertisers, which enables them to seize most of these revenues.
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Founded by Bill Gates and Paul Allen and headquartered in Redmond, USA, Microsoft Corporation is today's world-leading developer of personal-computer software systems and applications. As MS-DOS, the first operating system released by Microsoft, before, Windows, its successor, has become the de-facto standard operating system for personal computer. According to critics and following a recent court ruling this is due to unfair competition.
For more detailed information see the Encyclopaedia Britannica:
Gutenberg's printing press, an innovative aggregation of inventions known for centuries before Gutenberg: the olive oil press, oil-based ink, block-print technology, and movable types, allowed the mass production of the movable type used to reproduce a page of text and increased the production rate enormously. During the Middle Ages monks took at least a year over making a handwriting copy of a book. Gutenberg printed about 300 sheets per day. Because parchment was too costly for mass production - often for the production of one copy of a medieval book a whole flock of sheep was used - it was substituted by cheap paper made from recycled clothing left over from the massive number of dead caused by the Great Plague.
Within forty-five years, in 1500, already ten million copies were available for a few hundred thousand literate. Because individuals could examine a range of opinions now, the printed Bible, especially after having been translated into German by Martin Luther, and increasing literacy added to the subversion of clerical authorities. The interest in books increased with the rise of vernacular, non-Latin literary texts, beginning with Dante's Divine Comedy, the first literary text written in Italian.
Among others, the improvement of the distribution and the production of books and increased literacy made the development of print mass media possible.
Michael Giesecke (Sinnenwandel Sprachwandel Kulturwandel. Studien zur Vorgeschichte der Informationsgesellschaft, Frankfurt am Main: Suhrkamp, 1992) has shown that due to a division of labor among authors, printers and typesetters Gutenberg's invention increasingly led to a standardization of - written and unwritten - language in form of orthography, grammar and signs. To communicate one's ideas became linked to the use of a kind of code, and reading became a kind of rite of passage, in every human's life an important step towards independency.
With the increasing linkage of knowledge to wide reading and learnedness, the history of knowledge becomes the history of readings, of readings dependent on chance and on circumstance.
For further details see:
Martin Warnke, Text und Technik,
Bruce Jones, Manuscripts, Books, and Maps: The Printing Press and a Changing World,