media: changing media landscape

Changing Media Landscape

History of Advertising• Cavewalls• Newspapers: Subsidize• Radio• TV

Digital Marketing [email protected] University of Delaware

#buad477 follow @alexbrownracing http://www.udel.edu/alex/classes


Internet: New Channels (web & mobile)• Much more data: algorithms• More customizable• Direct feedback• More flexible




Internet: New Channels (web & mobile)• More scalable• Less obtrusive• Flexible reach• Paid, owned and earned options




Internet: New Channels (web & mobile)• Previous channels evolved with growth in

advertising• Advertising now a fixed percent of GDP• New channel takes $$s from existing channels




Evolving Media Landscape• Monopolistic businesses; inertia– Print and digital separate operations

• Advertising $s subsidize media• Advertising $s are finite• PR on Social Media is a new Opportunity




Evolving Media Landscape• Internet channel is number 2 in Ad $s

(eclipsed broadcast)• Print media is biggest victim• Mobile is an increasing part of digital




Evolving Media Landscape• Channels were specific to content form • Traditional media companies shift and develop

internet channels• Print media, broadcast media and pure plays

all go head to head on internet




Evolving Media Landscape• Internet Digital First “pure plays” emerge to

take ad $s:– Google and search: new category (10% of ad $s)– Facebook: new category (57% of ad rev. is mobile)– Buzzfeed: changes how media is produced




Evolving Media Landscape• Costs are fixed: pushes price of content

towards zero• Integration across media is important• Hyper personalization vs. serendipity: Echo

Chamber




Need to follow the consumer:• “Consumers redefining decades old

consumption habits” – Bloomberg CEO• Mobile-First millennials– Magazine is a broken iPad

• Increasing time spent on mobile device• Increasing time spent in Native Apps




Need to follow the consumer:• Need to design an App: A habit ?– Versus Google News ?

• Need a Social Media strategy: Buzzfeed




Print Media• Classified ads shifted to Craigslist• Loss of subscriber base• Online ad revenue not as valuable as print ad

revenue (2011: $1 gained is $7 lost)• Industry revenue dropped 50% in a decade




Print Media• Impact on local paper not as big as Metro• Need to disrupt, or be disrupted (JCP)




Print Media: Reaction• Phase 1: get web site, content on web

“additive” versus strategic• Add paywall ?• Move from Print First to Digital First ?• Change print schedule, content & editorial




Print Media: Reaction• Use data: Focus on “reader experience”• Buzzfeed effect (New York Times)– Journalism– Discoverability (Clickable, SEO etc)– Engagement




Print Media: Reaction• Guardian’s Known Strategy– Membership versus Paywall

• App Strategy (unbundle)




Broadcast Media: Reaction (ad $s still decent)• Add internet channels• Continued fragmentation– Cable, satellite

• Consumers shifting devices• Develop internet / print content




Broadcast Media: Reaction (ad $s still decent)• Linear TV to Internet TV• Live events versus programming• Pure Plays:– Netflix– Hulu etc.




Broadcast Media: Reaction (ad $s still decent)• Net Neutrality issues: – Comcast versus Netflix

• Internet Streaming TV– Apple TV– Google Chromecast– Roku

