chapter 6 the world of media n a different kind of consumption “the eyeball business” n time and...
TRANSCRIPT
Chapter 6Chapter 6Chapter 6Chapter 6
The World of Media
The World of Media
A different kind of consumptionA different kind of consumption A different kind of consumptionA different kind of consumption
“The Eyeball Business”
“The Eyeball Business”
Time and AttentionTime and Attention Time and AttentionTime and Attention
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention Media Receive Media Receive
Payment from…Payment from…
Media Receive Media Receive Payment from…Payment from…
“The Eyeball Business”
“The Eyeball Business”
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention Media Receive Media Receive
Payment from…Payment from…
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention Media Receive Media Receive
Payment from…Payment from… Advertisers Advertisers Advertisers Advertisers
“The Eyeball Business”
“The Eyeball Business”
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention Media Receive Media Receive
Payment fromPayment from
A different kind of consumptionA different kind of consumption Time and AttentionTime and Attention Media Receive Media Receive
Payment fromPayment from AdvertisersAdvertisers ConsumersConsumers
AdvertisersAdvertisers ConsumersConsumers Both Both Both Both
“The Eyeball Business”
“The Eyeball Business”
Advertiser Paid MediaAdvertiser Paid Media[100% Ad Revenues][100% Ad Revenues]
TelevisionTelevision
Advertiser Paid MediaAdvertiser Paid Media[100% Ad Revenues][100% Ad Revenues]
TelevisionTelevision
“The Eyeball Business”
“The Eyeball Business”
RadioRadio Out-of-HomeOut-of-Home Direct MarketingDirect Marketing
Advertiser + Consumer Paid MediaAdvertiser + Consumer Paid Media[Ad Revenues + Subscriptions][Ad Revenues + Subscriptions]
NewspapersNewspapers MagazinesMagazines Cable TV Cable TV
RadioRadio Out-of-HomeOut-of-Home Direct MarketingDirect Marketing
Advertiser + Consumer Paid MediaAdvertiser + Consumer Paid Media[Ad Revenues + Subscriptions][Ad Revenues + Subscriptions]
NewspapersNewspapers MagazinesMagazines Cable TV Cable TV
Consumer Paid Media Consumer Paid Media [Tickets/Subscriptions][Tickets/Subscriptions] Some Cable (HBO, etc.)Some Cable (HBO, etc.)
Consumer Paid Media Consumer Paid Media [Tickets/Subscriptions][Tickets/Subscriptions] Some Cable (HBO, etc.)Some Cable (HBO, etc.) MoviesMovies CDs & ConcertsCDs & Concerts Magazines Magazines Public Radio/TVPublic Radio/TV
““Sponsorships”Sponsorships” Event MarketingEvent Marketing
MoviesMovies CDs & ConcertsCDs & Concerts Magazines Magazines Public Radio/TVPublic Radio/TV
““Sponsorships”Sponsorships” Event MarketingEvent Marketing
“The Eyeball Business”
“The Eyeball Business”
Consumer Paid Media Consumer Paid Media [Tickets/Subscriptions][Tickets/Subscriptions] Some Cable (HBO, etc.)Some Cable (HBO, etc.)
Consumer Paid Media Consumer Paid Media [Tickets/Subscriptions][Tickets/Subscriptions] Some Cable (HBO, etc.)Some Cable (HBO, etc.)
+Product Placement+Product Placementin Movies/TVin Movies/TV
+Product Placement+Product Placementin Movies/TVin Movies/TV
MoviesMovies CDs & ConcertsCDs & Concerts Magazines Magazines Public Radio/TVPublic Radio/TV
““Sponsorships”Sponsorships” Event MarketingEvent Marketing
MoviesMovies CDs & ConcertsCDs & Concerts Magazines Magazines Public Radio/TVPublic Radio/TV
““Sponsorships”Sponsorships” Event MarketingEvent Marketing
“The Eyeball Business”
“The Eyeball Business”
“Eyeball Evolution”“Eyeball
Evolution” Changing Habits / Changing MediaChanging Habits / Changing Media Old Media Models in trouble…Old Media Models in trouble… Newspapers, Network TV, some MagazinesNewspapers, Network TV, some Magazines
Still lots of TV, but…Still lots of TV, but… Many More ChannelsMany More Channels Audiences FragmentingAudiences Fragmenting Mass Media is losing massMass Media is losing mass
The Second ScreenThe Second Screen Internet/Social Media Internet/Social Media A Powerful CombinationA Powerful Combination Which results in… Which results in…
Changing Habits / Changing MediaChanging Habits / Changing Media Old Media Models in trouble…Old Media Models in trouble… Newspapers, Network TV, some MagazinesNewspapers, Network TV, some Magazines
Still lots of TV, but…Still lots of TV, but… Many More ChannelsMany More Channels Audiences FragmentingAudiences Fragmenting Mass Media is losing massMass Media is losing mass
The Second ScreenThe Second Screen Internet/Social Media Internet/Social Media A Powerful CombinationA Powerful Combination Which results in… Which results in…
“Eyeball Evolution”“Eyeball
Evolution” The Audience Taking ControlThe Audience Taking Control
Media becoming interactiveMedia becoming interactive Media companies losing controlMedia companies losing control Local impact / Global impactLocal impact / Global impact
Easy entry but…Easy entry but… No easy profitsNo easy profits Change quick as a blink. Change quick as a blink.
The Third ScreenThe Third Screen Latest Media ConnectionLatest Media Connection Evolution continues… Evolution continues…
The Audience Taking ControlThe Audience Taking Control Media becoming interactiveMedia becoming interactive Media companies losing controlMedia companies losing control Local impact / Global impactLocal impact / Global impact
Easy entry but…Easy entry but… No easy profitsNo easy profits Change quick as a blink. Change quick as a blink.
The Third ScreenThe Third Screen Latest Media ConnectionLatest Media Connection Evolution continues… Evolution continues…
The World of MediaThe World of Media Early Media HistoryEarly Media History Today’s Media WorldToday’s Media World
Consumers & the Media Consumers & the Media Media ConglomeratesMedia Conglomerates Entertainment BrandsEntertainment Brands
The Media Boom!The Media Boom! Current Media Choices (Part 2)Current Media Choices (Part 2)
Early Media HistoryEarly Media History Today’s Media WorldToday’s Media World
Consumers & the Media Consumers & the Media Media ConglomeratesMedia Conglomerates Entertainment BrandsEntertainment Brands
The Media Boom!The Media Boom! Current Media Choices (Part 2)Current Media Choices (Part 2)
The World
of Media
The World
of Media
The legend of the First The legend of the First mass-appeal advertisingmass-appeal advertising
Over 2000 years ago Over 2000 years ago in in N. African City N. African City of of CyreneCyrene
Silver coins Silver coins carried carried a a product messageproduct message
The coins The coins advertised advertised a a local plantlocal plant
The legend of the First The legend of the First mass-appeal advertisingmass-appeal advertising
Over 2000 years ago Over 2000 years ago in in N. African City N. African City of of CyreneCyrene
Silver coins Silver coins carried carried a a product messageproduct message
The coins The coins advertised advertised a a local plantlocal plant
Early Media History:Early Media History:
Babylonian PostersBabylonian Posters Graffiti in PompeiGraffiti in Pompei Egyptian ObelisksEgyptian Obelisks
Babylonian PostersBabylonian Posters Graffiti in PompeiGraffiti in Pompei Egyptian ObelisksEgyptian Obelisks
Early Media History:Early Media History:
Signage Signage Hawkers & CriersHawkers & Criers
Signage Signage Hawkers & CriersHawkers & Criers
The Printing PressThe Printing Press = The Reformation= The Reformation = Thirty Years War= Thirty Years War = The American = The American
RevolutionRevolution
The Printing PressThe Printing Press = The Reformation= The Reformation = Thirty Years War= Thirty Years War = The American = The American
RevolutionRevolution
Evolution / RevolutionEvolution / Revolution
Early US Media History
Early US Media History
Handbills, Almanacs, Pamphlets...Handbills, Almanacs, Pamphlets... Benjamin FranklinBenjamin Franklin
Poor Richard’s AlmanacPoor Richard’s Almanac Pennsylvania GazettePennsylvania Gazette
“ “Common Sense”Common Sense” Thomas PaineThomas Paine Argued for RevolutionArgued for Revolution
NewspapersNewspapers Viewed as essential Viewed as essential “ “Freedom of the Press”Freedom of the Press”
Handbills, Almanacs, Pamphlets...Handbills, Almanacs, Pamphlets... Benjamin FranklinBenjamin Franklin
Poor Richard’s AlmanacPoor Richard’s Almanac Pennsylvania GazettePennsylvania Gazette
“ “Common Sense”Common Sense” Thomas PaineThomas Paine Argued for RevolutionArgued for Revolution
NewspapersNewspapers Viewed as essential Viewed as essential “ “Freedom of the Press”Freedom of the Press”
1650 - 1650 - first newspaper ad - first newspaper ad - Germany Germany 1704 1704 - first US ads - - first US ads - BostonBoston Early newspaper ads Early newspaper ads like like
today’stoday’s classified ads classified ads
1650 - 1650 - first newspaper ad - first newspaper ad - Germany Germany 1704 1704 - first US ads - - first US ads - BostonBoston Early newspaper ads Early newspaper ads like like
today’stoday’s classified ads classified ads
Origins of Print - NewspapersOrigins of Print - Newspapers
Ad clutter Ad clutter - even then.- even then. Newspaper advertising Newspaper advertising
grew grew along with business along with business and growing urban centersand growing urban centers
Ad clutter Ad clutter - even then.- even then. Newspaper advertising Newspaper advertising
grew grew along with business along with business and growing urban centersand growing urban centers
NY Journal 1788NY Journal 1788NY Journal 1788NY Journal 1788
1650 - 1650 - Illustrated London NewsIllustrated London News Printing Technology improvesPrinting Technology improves
1871 - halftone process1871 - halftone process 1892 - 4-color rotary press 1892 - 4-color rotary press
J. Walter Thompson J. Walter Thompson & & Cyrus Cyrus Curtis Curtis make magazines ad mediamake magazines ad media
1650 - 1650 - Illustrated London NewsIllustrated London News Printing Technology improvesPrinting Technology improves
1871 - halftone process1871 - halftone process 1892 - 4-color rotary press 1892 - 4-color rotary press
J. Walter Thompson J. Walter Thompson & & Cyrus Cyrus Curtis Curtis make magazines ad mediamake magazines ad media
Origins of Print - MagazinesOrigins of Print - Magazines
Publishing Publishing becomes a becomes a Very Big Business Very Big Business Publishing Publishing becomes a becomes a Very Big Business Very Big Business
Economic GrowthEconomic Growth Literate middle class Literate middle class Consumer productsConsumer products
Economic GrowthEconomic Growth Literate middle class Literate middle class Consumer productsConsumer products
Marshall McLuhanMarshall McLuhan Marshall McLuhanMarshall McLuhan
Consumers & The MediaConsumers & The Media
Media EvolutionMedia Evolution
““we evolve as our media evolves.”we evolve as our media evolves.” From ear-driven to eye-driven to…From ear-driven to eye-driven to…
““we evolve as our media evolves.”we evolve as our media evolves.” From ear-driven to eye-driven to…From ear-driven to eye-driven to…
Advertising Changes Advertising Changes as Media Changes as Media Changes
Advertising Changes Advertising Changes as Media Changes as Media Changes
Early Broadcast - RadioEarly Broadcast - Radio
Early Broadcast - RadioEarly Broadcast - Radio 1906 1906 - First radio program broadcast- First radio program broadcast 1906 1906 - First radio program broadcast- First radio program broadcast
Early commercialsEarly commercials unobtrusive unobtrusive Beginnings of Beginnings of sponsorshipsponsorship Audiences growAudiences grow Advertiser interest growsAdvertiser interest grows Then, it’s the 30s...Then, it’s the 30s...
Early commercialsEarly commercials unobtrusive unobtrusive Beginnings of Beginnings of sponsorshipsponsorship Audiences growAudiences grow Advertiser interest growsAdvertiser interest grows Then, it’s the 30s...Then, it’s the 30s...
Early Broadcast - RadioEarly Broadcast - Radio TheThe GoldenGolden Age of RadioAge of Radio TheThe GoldenGolden Age of RadioAge of Radio
First Free Mass Media First Free Mass Media - - 100% 100% paid by advertiserspaid by advertisers
First Free Mass Media First Free Mass Media - - 100% 100% paid by advertiserspaid by advertisers
Hit ProgramsHit Programs MassMass Audiences Audiences Major Brands are BornMajor Brands are Born
Example: WheatiesExample: Wheaties
Hit ProgramsHit Programs MassMass Audiences Audiences Major Brands are BornMajor Brands are Born
Example: WheatiesExample: Wheaties
Philo FarnsworthPhilo Farnsworth Philo FarnsworthPhilo Farnsworth
Early Broadcast - TelevisionEarly Broadcast - Television
19391939 - introduced by - introduced by RCARCA at World’s Fair at World’s Fair 19461946 - 10 TV stations - 10 TV stations 19491949 - - coaxial cablecoaxial cable reaches Chicago - reaches Chicago -
this allows network broadcaststhis allows network broadcasts
19391939 - introduced by - introduced by RCARCA at World’s Fair at World’s Fair 19461946 - 10 TV stations - 10 TV stations 19491949 - - coaxial cablecoaxial cable reaches Chicago - reaches Chicago -
this allows network broadcaststhis allows network broadcasts
The teen-ager who The teen-ager who invented televisioninvented television
Developed cathode rayDeveloped cathode ray 19271927 applies for patent applies for patent 19301930 patent granted patent granted
The teen-ager who The teen-ager who invented televisioninvented television
Developed cathode rayDeveloped cathode ray 19271927 applies for patent applies for patent 19301930 patent granted patent granted
Early Broadcast - TelevisionEarly Broadcast - Television
First TV adsFirst TV ads Royal Crown ColaRoyal Crown Cola BBDOBBDO takes lead takes lead
1951 1951 1.5 million TV sets1.5 million TV sets 1952 15 million TV sets1952 15 million TV sets TV Networks developTV Networks develop
First TV adsFirst TV ads Royal Crown ColaRoyal Crown Cola BBDOBBDO takes lead takes lead
1951 1951 1.5 million TV sets1.5 million TV sets 1952 15 million TV sets1952 15 million TV sets TV Networks developTV Networks develop 19531953 - - FirstFirst ColorColor TV TV
BroadcastBroadcast - - RCARCA 19531953 - - FirstFirst ColorColor TV TV
BroadcastBroadcast - - RCARCA
Early Broadcast - TelevisionEarly Broadcast - Television A Powerful Selling Tool!A Powerful Selling Tool! A Powerful Selling Tool!A Powerful Selling Tool!
Today’s Media WorldToday’s Media World
Next, we’ll cover…Next, we’ll cover…
Consumers & The MediaConsumers & The Media
Media ConglomeratesMedia Conglomerates
Entertainment Brands Entertainment Brands
Next, we’ll cover…Next, we’ll cover…
Consumers & The MediaConsumers & The Media
Media ConglomeratesMedia Conglomerates
Entertainment Brands Entertainment Brands
Today’s Media World
Today’s Media World
Consumers & The MediaConsumers & The Media A Media-Saturated CultureA Media-Saturated Culture A Media-Saturated CultureA Media-Saturated Culture
Nothing like it beforeNothing like it before Incredible richness of optionsIncredible richness of options
How Many Messages a Day?How Many Messages a Day?
Nothing like it beforeNothing like it before Incredible richness of optionsIncredible richness of options
How Many Messages a Day?How Many Messages a Day?
Consumers & The MediaConsumers & The Media A Media-Saturated CultureA Media-Saturated Culture
Nothing like it beforeNothing like it before Incredible richness of optionsIncredible richness of options
How Many Messages a Day?How Many Messages a Day?
A Media-Saturated CultureA Media-Saturated Culture Nothing like it beforeNothing like it before Incredible richness of optionsIncredible richness of options
How Many Messages a Day?How Many Messages a Day?
The Great American Time CrunchThe Great American Time Crunch The Great American Time CrunchThe Great American Time Crunch More time for mediaMore time for media Less time for…Less time for…
Remember - they’re Remember - they’re youryour eyeballs! eyeballs!
More time for mediaMore time for media Less time for…Less time for…
Remember - they’re Remember - they’re youryour eyeballs! eyeballs!
Media ConglomeratesMedia Conglomerates From Local to GlobalFrom Local to Global From Local to GlobalFrom Local to Global
The First Conglomerates The First Conglomerates - local - - local - starting with the newspaperstarting with the newspaper
Example: WGNExample: WGN ““World’s Greatest Newspaper”World’s Greatest Newspaper” #1 AM station, major independent TV station#1 AM station, major independent TV station
(WGN, now a superstation)(WGN, now a superstation)
The First Conglomerates The First Conglomerates - local - - local - starting with the newspaperstarting with the newspaper
Example: WGNExample: WGN ““World’s Greatest Newspaper”World’s Greatest Newspaper” #1 AM station, major independent TV station#1 AM station, major independent TV station
(WGN, now a superstation)(WGN, now a superstation) Additional media propertiesAdditional media properties Ongoing partnerships/mergers Ongoing partnerships/mergers
Partner w. Warner for WB NetworkPartner w. Warner for WB Network Merge w. LA TimesMerge w. LA Times
Additional media propertiesAdditional media properties Ongoing partnerships/mergers Ongoing partnerships/mergers
Partner w. Warner for WB NetworkPartner w. Warner for WB Network Merge w. LA TimesMerge w. LA Times
Broken Business Models
Broken Business Models
Newspaper = Dramatic declines inNewspaper = Dramatic declines in ReadershipReadership Advertising RevenueAdvertising Revenue
Television = not so superTelevision = not so super Increase in clutter/competitionIncrease in clutter/competition Decline in viewership / ad revenueDecline in viewership / ad revenue
Even with the #1 AM station…Even with the #1 AM station… Ad revenues still decliningAd revenues still declining
Plus corporate problemsPlus corporate problems Tax/Buyout problemsTax/Buyout problems
Newspaper = Dramatic declines inNewspaper = Dramatic declines in ReadershipReadership Advertising RevenueAdvertising Revenue
Television = not so superTelevision = not so super Increase in clutter/competitionIncrease in clutter/competition Decline in viewership / ad revenueDecline in viewership / ad revenue
Even with the #1 AM station…Even with the #1 AM station… Ad revenues still decliningAd revenues still declining
Plus corporate problemsPlus corporate problems Tax/Buyout problemsTax/Buyout problems
Example: The Tribune CompanyExample: The Tribune Company Example: The Tribune CompanyExample: The Tribune Company
Media ConglomeratesMedia Conglomerates From Special to GeneralFrom Special to General From Special to GeneralFrom Special to General
Growth based on special expertise:Growth based on special expertise: Time Time = magazines = magazines DisneyDisney = movies/theme parks = movies/theme parks CBSCBS = broadcasting = broadcasting
Opportunistic Expansion:Opportunistic Expansion: “ “Bigger Financial Fish” eat smaller onesBigger Financial Fish” eat smaller ones Mergers also create “Bigger Fish”Mergers also create “Bigger Fish” Example: ViaCom Example: ViaCom (Paramount, MTV, (Paramount, MTV,
Nickelodeon)Nickelodeon) Merges w. CBS Merges w. CBS (TV + radio + billboards)(TV + radio + billboards)
Growth based on special expertise:Growth based on special expertise: Time Time = magazines = magazines DisneyDisney = movies/theme parks = movies/theme parks CBSCBS = broadcasting = broadcasting
Opportunistic Expansion:Opportunistic Expansion: “ “Bigger Financial Fish” eat smaller onesBigger Financial Fish” eat smaller ones Mergers also create “Bigger Fish”Mergers also create “Bigger Fish” Example: ViaCom Example: ViaCom (Paramount, MTV, (Paramount, MTV,
Nickelodeon)Nickelodeon) Merges w. CBS Merges w. CBS (TV + radio + billboards)(TV + radio + billboards)
Media ConglomeratesMedia Conglomerates
Four Very Large - Primarily MediaFour Very Large - Primarily Media Time-WarnerTime-Warner DisneyDisney: ABC, A&E, Disney, ESPN, Miramax... : ABC, A&E, Disney, ESPN, Miramax... CBSCBS - broadcasting + - broadcasting + ViacomViacom (cable) (cable) News Corporation (FOX)News Corporation (FOX)
Other “Interesting” GiantsOther “Interesting” Giants SONYSONY (Entertainment + Electronics) (Entertainment + Electronics) NBC UniversalNBC Universal (TV + Movies) (TV + Movies)
Let’s look at The Big Four...Let’s look at The Big Four...
Four Very Large - Primarily MediaFour Very Large - Primarily Media Time-WarnerTime-Warner DisneyDisney: ABC, A&E, Disney, ESPN, Miramax... : ABC, A&E, Disney, ESPN, Miramax... CBSCBS - broadcasting + - broadcasting + ViacomViacom (cable) (cable) News Corporation (FOX)News Corporation (FOX)
Other “Interesting” GiantsOther “Interesting” Giants SONYSONY (Entertainment + Electronics) (Entertainment + Electronics) NBC UniversalNBC Universal (TV + Movies) (TV + Movies)
Let’s look at The Big Four...Let’s look at The Big Four...
World of The Media GiantsWorld of The Media Giants World of The Media GiantsWorld of The Media Giants
Media ConglomeratesMedia Conglomerates World of The Media GiantsWorld of The Media Giants World of The Media GiantsWorld of The Media Giants
Top 6 Media Companies Top 6 Media Companies Source: AdAge, 12/31/2012Source: AdAge, 12/31/2012
#1 Comcast Corp.#1 Comcast Corp. $44,981$44,981#2 DirecTV#2 DirecTV $22,310$22,310#3 Walt Disney Co.#3 Walt Disney Co. $21,546$21,546#4 Time Warner#4 Time Warner $19,894$19,894#5 Time Warner Cable#5 Time Warner Cable $18,104$18,104#6 News Corp.#6 News Corp. $17,314$17,314
Top 6 Media Companies Top 6 Media Companies Source: AdAge, 12/31/2012Source: AdAge, 12/31/2012
#1 Comcast Corp.#1 Comcast Corp. $44,981$44,981#2 DirecTV#2 DirecTV $22,310$22,310#3 Walt Disney Co.#3 Walt Disney Co. $21,546$21,546#4 Time Warner#4 Time Warner $19,894$19,894#5 Time Warner Cable#5 Time Warner Cable $18,104$18,104#6 News Corp.#6 News Corp. $17,314$17,314
Media ConglomeratesMedia Conglomerates News Corporation (FOX)News Corporation (FOX) News Corporation (FOX)News Corporation (FOX)
Rupert MurdochRupert Murdoch Rupert MurdochRupert Murdoch
Movies/TVBroadcast/CableMusic/PublishingTheme ParkOtherMovies/TVBroadcast/CableMusic/PublishingTheme ParkOther
News CorpNews Corp17 billion17 billion
(FOX)(FOX)
News CorpNews Corp17 billion17 billion
(FOX)(FOX)
The FOX Network -The FOX Network -Fox News, Sports, FamilyFox News, Sports, FamilyChannel, 20th Century Fox,Channel, 20th Century Fox,Star TV, BSkyB, The Times Star TV, BSkyB, The Times N Y Post,.LA DodgersN Y Post,.LA Dodgers
The FOX Network -The FOX Network -Fox News, Sports, FamilyFox News, Sports, FamilyChannel, 20th Century Fox,Channel, 20th Century Fox,Star TV, BSkyB, The Times Star TV, BSkyB, The Times N Y Post,.LA DodgersN Y Post,.LA Dodgers
Understood power of mediaUnderstood power of media Australian NewspapersAustralian Newspapers More newspapers, more mediaMore newspapers, more media
The FOX NetworkThe FOX Network
Understood power of mediaUnderstood power of media Australian NewspapersAustralian Newspapers More newspapers, more mediaMore newspapers, more media
The FOX NetworkThe FOX Network
Media ConglomeratesMedia Conglomerates News Corporation (FOX)News Corporation (FOX) News Corporation (FOX)News Corporation (FOX)
Rupert MurdochRupert Murdoch Rupert MurdochRupert Murdoch
Movies/TVBroadcast/CableMusic/PublishingTheme ParkOtherMovies/TVBroadcast/CableMusic/PublishingTheme ParkOther
News CorpNews Corp17 billion17 billion
(FOX)(FOX)
News CorpNews Corp17 billion17 billion
(FOX)(FOX)
A Global EmpireA Global Empire Satellites everywhereSatellites everywhere
A Global EmpireA Global Empire Satellites everywhereSatellites everywhere
The FOX Network -The FOX Network -Fox News, Sports, FamilyFox News, Sports, FamilyChannel, 20th Century Fox,Channel, 20th Century Fox,Star TV, BSkyB, The Times Star TV, BSkyB, The Times N Y Post,.LA DodgersN Y Post,.LA Dodgers
The FOX Network -The FOX Network -Fox News, Sports, FamilyFox News, Sports, FamilyChannel, 20th Century Fox,Channel, 20th Century Fox,Star TV, BSkyB, The Times Star TV, BSkyB, The Times N Y Post,.LA DodgersN Y Post,.LA Dodgers
Understood power of mediaUnderstood power of media Australian NewspapersAustralian Newspapers More newspapers, more mediaMore newspapers, more media
The FOX NetworkThe FOX Network
Understood power of mediaUnderstood power of media Australian NewspapersAustralian Newspapers More newspapers, more mediaMore newspapers, more media
The FOX NetworkThe FOX Network Sports as strategic toolSports as strategic tool Sports as strategic toolSports as strategic tool
NFL for Fox Network NFL for Fox Network FOX Sports (cable)FOX Sports (cable)
NFL for Fox Network NFL for Fox Network FOX Sports (cable)FOX Sports (cable)
Media EvolutionMedia Evolution Media are becoming Media are becoming BrandsBrands
Growing across media platformsGrowing across media platforms
Driven by conglomerates, almost all media Driven by conglomerates, almost all media are developing into...are developing into...
Media are becoming Media are becoming BrandsBrands Growing across media platformsGrowing across media platforms
Driven by conglomerates, almost all media Driven by conglomerates, almost all media are developing into...are developing into...
Entertainment Brands
Entertainment Brands
Now let’s cover…Now let’s cover…
Media - The New BrandsMedia - The New Brands
Entertainment BrandsEntertainment Brands
Entertainment Brand EconomicsEntertainment Brand Economics
Now let’s cover…Now let’s cover…
Media - The New BrandsMedia - The New Brands
Entertainment BrandsEntertainment Brands
Entertainment Brand EconomicsEntertainment Brand Economics
Entertainment Brands
Entertainment Brands
Media - The New BrandsMedia - The New Brands Media no longer channel specificMedia no longer channel specific
Technology no longer a limitation Technology no longer a limitation The Brand Concept EmergesThe Brand Concept Emerges
Media no longer channel specificMedia no longer channel specific Technology no longer a limitation Technology no longer a limitation
The Brand Concept EmergesThe Brand Concept Emerges Example:Example: ESPN ESPN
A sports brandA sports brand
Example:Example: ESPN ESPN A sports brandA sports brand
3 “flavors” 3 “flavors” of cableof cable
3 “flavors” 3 “flavors” of cableof cable
A sports barA sports bar A sports barA sports bar
A magazineA magazine A magazineA magazine
A radio networkA radio network A radio networkA radio network
Entertainment Brand EconomicsEntertainment Brand Economics A different kind of consumptionA different kind of consumption Media “sells eyeballs”Media “sells eyeballs”
Entertainment Brand EconomicsEntertainment Brand Economics A different kind of consumptionA different kind of consumption Media “sells eyeballs”Media “sells eyeballs”
Entertainment Brands
Entertainment Brands
Payment from…Payment from… AdvertisersAdvertisers ConsumersConsumers
BothBoth
Synergy Synergy ((NBA on ESPN, TNT, ABCNBA on ESPN, TNT, ABC))
Payment from…Payment from… AdvertisersAdvertisers ConsumersConsumers
BothBoth
Synergy Synergy ((NBA on ESPN, TNT, ABCNBA on ESPN, TNT, ABC))
Time and AttentionTime and Attention Time and AttentionTime and Attention
Example: SpidermanExample: Spiderman Marvel Comics Superhero - re-stagedMarvel Comics Superhero - re-staged Appeared in Appeared in
Comics Comics CartoonsCartoonsMoviesMoviesAccessoriesAccessories
Example: SpidermanExample: Spiderman Marvel Comics Superhero - re-stagedMarvel Comics Superhero - re-staged Appeared in Appeared in
Comics Comics CartoonsCartoonsMoviesMoviesAccessoriesAccessories
Entertainment Brands
Entertainment Brands
Example: SpidermanExample: Spiderman Publicizing the moviePublicizing the movie
Example: SpidermanExample: Spiderman Publicizing the moviePublicizing the movie
Entertainment Brands
Entertainment Brands
ambient ads located on buildingsambient ads located on buildings ambient ads located in bathroomsambient ads located in bathrooms
The Media Boom!The Media Boom! In 2011…In 2011…
Measured Media Spending for the U.S.Measured Media Spending for the U.S. $131.03 Bill.$131.03 Bill. Annual Newspaper AdvertisingAnnual Newspaper Advertising $17.6 Bill.$17.6 Bill. Broadcast Radio StationsBroadcast Radio Stations 15,25615,256 Basic Cable SubscribersBasic Cable Subscribers 56.4 Mill.56.4 Mill. Digital Cable SubscribersDigital Cable Subscribers 46.8 Mill.46.8 Mill. U.S. Adult Smart Phone UsersU.S. Adult Smart Phone Users 175.8 Mill.175.8 Mill. U.S. Internet UsersU.S. Internet Users 244.5 Mill.244.5 Mill.
More Media More OftenMore Media More Often Even in a media-saturated society like ours, there’s Even in a media-saturated society like ours, there’s
always room for one more.always room for one more.
In 2011…In 2011… Measured Media Spending for the U.S.Measured Media Spending for the U.S. $131.03 Bill.$131.03 Bill. Annual Newspaper AdvertisingAnnual Newspaper Advertising $17.6 Bill.$17.6 Bill. Broadcast Radio StationsBroadcast Radio Stations 15,25615,256 Basic Cable SubscribersBasic Cable Subscribers 56.4 Mill.56.4 Mill. Digital Cable SubscribersDigital Cable Subscribers 46.8 Mill.46.8 Mill. U.S. Adult Smart Phone UsersU.S. Adult Smart Phone Users 175.8 Mill.175.8 Mill. U.S. Internet UsersU.S. Internet Users 244.5 Mill.244.5 Mill.
More Media More OftenMore Media More Often Even in a media-saturated society like ours, there’s Even in a media-saturated society like ours, there’s
always room for one more.always room for one more.
The Media Boom!
The Media Boom!
Four Factors Changing MediaFour Factors Changing Media Media TechnologyMedia Technology
Digital ExplosionDigital Explosion New Delivery Systems - New Delivery Systems -
Internet, video stores, etc.Internet, video stores, etc.
Four Factors Changing MediaFour Factors Changing Media Media TechnologyMedia Technology
Digital ExplosionDigital Explosion New Delivery Systems - New Delivery Systems -
Internet, video stores, etc.Internet, video stores, etc.
The Media Boom!The Media Boom!
CD ‘Zine from AppleCD ‘Zine from AppleCD ‘Zine from AppleCD ‘Zine from Apple
Four Factors Changing MediaFour Factors Changing Media Media TechnologyMedia Technology
Digital ExplosionDigital Explosion Delivery Systems - Delivery Systems -
Internet, Netflix, DVDsInternet, Netflix, DVDs
Four Factors Changing MediaFour Factors Changing Media Media TechnologyMedia Technology
Digital ExplosionDigital Explosion Delivery Systems - Delivery Systems -
Internet, Netflix, DVDsInternet, Netflix, DVDs
The Media Boom!The Media Boom!
Media CompetitionMedia Competition Media CompetitionMedia Competition From monopoly to hyper-competitionFrom monopoly to hyper-competition Mature Market - huge need for “hits”Mature Market - huge need for “hits”
Media AudiencesMedia Audiences Fragmenting, but more valuableFragmenting, but more valuable
Media ExpendituresMedia Expenditures Going across platforms (i.e. ESPN) Going across platforms (i.e. ESPN)
From monopoly to hyper-competitionFrom monopoly to hyper-competition Mature Market - huge need for “hits”Mature Market - huge need for “hits”
Media AudiencesMedia Audiences Fragmenting, but more valuableFragmenting, but more valuable
Media ExpendituresMedia Expenditures Going across platforms (i.e. ESPN) Going across platforms (i.e. ESPN)
The Entertainment EconomyThe Entertainment Economy Part of “PowerShift”Part of “PowerShift” Creating Big New BrandsCreating Big New Brands
The Entertainment EconomyThe Entertainment Economy Part of “PowerShift”Part of “PowerShift” Creating Big New BrandsCreating Big New Brands
The Media Boom!The Media Boom!
Media as BrandsMedia as Brands Marketing becoming more importantMarketing becoming more important
+ Entertainment Brands+ Entertainment Brands Marketing/Advertising is criticalMarketing/Advertising is critical
Great Expansion & VolatilityGreat Expansion & Volatility Opportunity is everywhere Opportunity is everywhere
Media as BrandsMedia as Brands Marketing becoming more importantMarketing becoming more important
+ Entertainment Brands+ Entertainment Brands Marketing/Advertising is criticalMarketing/Advertising is critical
Great Expansion & VolatilityGreat Expansion & Volatility Opportunity is everywhere Opportunity is everywhere
You & The World of MediaYou & The World of Media
So, how does this affect you?So, how does this affect you? In your life?In your life? In your possible career opportunities?In your possible career opportunities?
After class…After class… What media will you turn on?What media will you turn on? And what medium turns you on?And what medium turns you on?
Remember, they’re Remember, they’re youryour eyeballs! eyeballs!
So, how does this affect you?So, how does this affect you? In your life?In your life? In your possible career opportunities?In your possible career opportunities?
After class…After class… What media will you turn on?What media will you turn on? And what medium turns you on?And what medium turns you on?
Remember, they’re Remember, they’re youryour eyeballs! eyeballs!
Everywhere you look...Everywhere you look...
It’s a New Brand
World!
It’s a New Brand
World!