Traditional or Social Media?

By: Veronica Leighton

 

Having been in the traditional business of publishing for several years now, many publishers like us get confronted with the evolving technological changes in the industry. Before our very eyes, we have seen the unfolding and the seemingly inevitable demise of publishing giants run by megamillions of dollars. Like the other industries that get affected by the emergence of technologies such as photography, printing, mail delivery, film/editing & production industries, there’s no way to escape the inevitables except ride the tide, as they say. Quite frankly, small and medium enterprises, mostly the moms and pops businesses, have to exist by adapting to the evolutionary changes. giving just two choices of either sink or swim. So we try to adapt and to swim with the tide as you can see in the facelifts that we have applied in the VT publication, the CPRTV production, the modernized website, together with our active participation in the social media, Facebook, Twitter, Linkedin, the Blog. But in doing so, we still try to retain our old appeal in the community that we serve, combining the old and the new approaches in media in all aspects. Let me share with you a recent incident about what I am talking, in brief emailed exchanges with a VT reader, named Michael Kessler. He started out with this opening….” Hi Veronica – This is terrible! Click on this link.” I did, and the link was titled, “Pecking Order, Uptown Filipino Chicken Restaurant, Now Closed,” written by Adeshina Emmanuel on July 26, 2014 12:47, with an accompanying slideshow, “Pecking Order, a popular Filipino chicken joint, is serving its last dinner in Uptown Saturday night.. Adding a statement from Chef Kristine Subido, Pecking Order owner, “Things happen and sometimes locations don’t work out…some things don’t add up, and you want to retool,” she said. “At the end of the day it’s a business decision.” My reply to Mike, “Why? Could it be because they thought they didn’t need to advertise in local publications like Via Times, & just depended on the social media?” Michael’s quick retort was, “You are 100% correct! I’ve also heard ‘We don’t use newspapers,’ from other places that went out of business, or are struggling to stay open. For example, “13 Pins” (Filipino) on Irving is dying a slow death, or they also might’ve just closed.” Now, I rest my case on the subject of traditional media vs. social media in serving our community that we love, value and respect. May God help us to have more energy, vigor and vitality in the pursuit of our love and service, and be always on the alert of life’s changes. To advertisers who would like to be on board with our up-todate modern interactive web exposures, please call us for our packaged advertising offers. Speaking of advertisers, three concert advertisers are bringing to our community the most exciting entertainers while it’s still warm and beautiful in Chicago, weather-wise speaking. Do entertain yourselves by seeing these upcoming concerts… Aiza Seguerra’s “High On Love”” on Sept. 12, “4 Da Laffs” featuring Pokwang, Chokoleit, Pooh, and K Brosas on Oct. 31, and the legendary Hotdog on Sept. 19. Don’t you notice? All these events in welcoming the “BER” months saying goodbye to the summer months as Chicago’s dreaded harsh winter months will soon be upon us. For the hearty-eaters, we are featuring the famous E+O Restaurant serving out-of-thisworld popular Filipino dishes, such as crispy pata, adobo, sisig, etc. Our pretty model Angelea Almeda tells it all holding E+O’s crispy pata for our cover. Read more about E+O on page 41, written by Maria Girlie Pascual with an accompanying nicely-laid out E+O advertisement. And, for sure, for sure, not to be overlooked is the mostawaited event, the hoi-polloi of them all, the CHICAGO FILIPINO AMERICAN HALL OF FAME 2014, to be held on October 4, 2014 at The Crowne Plaza O’Hare Rosemont (Please see HOF invitation on. page 12) Please give us a call at 773-866-0811 for any inquiries. Enjoy reading your famorite columnists’ articles in this August issue!###

 

Young CPRTV stars Arizza Marcelo, Miki, Mika, & Sabrina Pascual, and Michael Rivas at CPRTV’s summer acting LOL sessions, as nottoo- eager students by teacher Karla Maglantay.