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The World of Media. Chapter 6. “The Eyeball Business”. A different kind of consumption. Time and Attention. “The Eyeball Business”. A different kind of consumption Time and Attention. Media Receive Payment from…. “The Eyeball Business”. A different kind of consumption

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The world of media

The World of Media

Chapter 6


The eyeball business

“The Eyeball Business”

  • A different kind of consumption

  • Time and Attention


The eyeball business1

“The Eyeball Business”

  • A different kind of consumption

  • Time and Attention

  • Media Receive Payment from…


The eyeball business2

“The Eyeball Business”

  • A different kind of consumption

  • Time and Attention

  • Media Receive Payment from…

  • Advertisers


The eyeball business3

“The Eyeball Business”

  • A different kind of consumption

  • Time and Attention

  • Media Receive Payment from

  • Advertisers

  • Consumers

  • Both


The eyeball business4

“The Eyeball Business”

  • Advertiser Paid Media[100% Ad Revenues]

    • Television

  • Radio

  • Out-of-Home

  • Direct Marketing

  • Advertiser + Consumer Paid Media[Ad Revenues + Subscriptions]

    • Newspapers

    • Magazines

    • Cable TV


  • The eyeball business5

    “The Eyeball Business”

    • Consumer Paid Media [Tickets/Subscriptions]

      • Some Cable (HBO, etc.)

    • Movies

    • CDs & Concerts

    • Magazines

    • Public Radio/TV

  • “Sponsorships”

    • Event Marketing


  • The eyeball business6

    “The Eyeball Business”

    • Consumer Paid Media [Tickets/Subscriptions]

      • Some Cable (HBO, etc.)

    • Movies

    • CDs & Concerts

    • Magazines

    • Public Radio/TV

  • “Sponsorships”

    • Event Marketing

    • +Product Placementin Movies/TV


    Eyeball evolution

    “Eyeball Evolution”

    • Changing Habits / Changing Media

      • Old Media Models in trouble…

      • Newspapers, Network TV, some Magazines

    • Still lots of TV, but…

      • Many More Channels

      • Audiences Fragmenting

      • Mass Media is losing mass

    • The Second Screen

      • Internet/Social Media

      • A Powerful Combination

      • Which results in…


    Eyeball evolution1

    “Eyeball Evolution”

    • The Audience Taking Control

      • Media becoming interactive

      • Media companies losing control

      • Local impact / Global impact

    • Easy entry but…

      • No easy profits

      • Change quick as a blink.

    • The Third Screen

      • Latest Media Connection

      • Evolution continues…


    The world of media1

    The World of Media

    • Early Media History

    • Today’s Media World

      • Consumers & the Media

      • Media Conglomerates

      • Entertainment Brands

    • The Media Boom!

    • Current Media Choices (Part 2)

    The World of Media


    Early media history

    Early Media History:

    • The legend of the First mass-appeal advertising

    • Over 2000 years ago in N. African City of Cyrene

    • Silver coins carried a product message

    • The coins advertised a local plant


    Early media history1

    Early Media History:

    • Babylonian Posters

    • Graffiti in Pompei

    • Egyptian Obelisks

    • Signage

    • Hawkers & Criers


    Evolution revolution

    Evolution / Revolution

    • The Printing Press

    • = The Reformation

    • = Thirty Years War

    • = The American Revolution


    Early us media history

    Early US Media History

    • Handbills, Almanacs, Pamphlets...

      • Benjamin Franklin

        • Poor Richard’s Almanac

        • Pennsylvania Gazette

      • “Common Sense”

        • Thomas Paine

        • Argued for Revolution

    • Newspapers

      • Viewed as essential

      • “Freedom of the Press”


    The world of media

    NY Journal 1788

    Origins of Print - Newspapers

    • 1650 - first newspaper ad - Germany

    • 1704 - first US ads - Boston

    • Early newspaper ads like today’s classified ads

    • Ad clutter - even then.

    • Newspaper advertising grew along with business and growing urban centers


    The world of media

    Origins of Print - Magazines

    • 1650 - Illustrated London News

    • Printing Technology improves

      • 1871 - halftone process

      • 1892 - 4-color rotary press

    • J. Walter Thompson & Cyrus Curtis make magazines ad media

    • Economic Growth

      • Literate middle class

      • Consumer products

    • Publishing becomes a Very Big Business


    Consumers the media

    Consumers & The Media

    • Marshall McLuhan

    Media Evolution

    • “we evolve as our media evolves.”

    • From ear-driven to eye-driven to…

    • Advertising Changes as Media Changes


    Early broadcast radio

    Early Broadcast - Radio


    Early broadcast radio1

    Early Broadcast - Radio

    • 1906 - First radio program broadcast

    • Early commercials unobtrusive

    • Beginnings of sponsorship

    • Audiences grow

    • Advertiser interest grows

    • Then, it’s the 30s...


    Early broadcast radio2

    Early Broadcast - Radio

    TheGoldenAge of Radio

    • First Free Mass Media - 100% paid by advertisers

    • Hit Programs

    • MassAudiences

    • Major Brands are Born

      • Example: Wheaties


    The world of media

    Early Broadcast - Television

    • Philo Farnsworth

    The teen-ager who invented television

    • Developed cathode ray

    • 1927 applies for patent

    • 1930 patent granted

    • 1939 - introduced by RCA at World’s Fair

    • 1946 - 10 TV stations

    • 1949 - coaxial cable reaches Chicago - this allows network broadcasts


    The world of media

    • 1953 - FirstColor TVBroadcast - RCA

    Early Broadcast - Television

    • First TV ads

      • Royal Crown Cola

      • BBDO takes lead

    • 1951 1.5 million TV sets

    • 1952 15 million TV sets

    • TV Networks develop


    The world of media

    Early Broadcast - Television

    • A Powerful Selling Tool!


    Today s media world

    Today’s Media World

    • Next, we’ll cover…

    • Consumers & The Media

    • Media Conglomerates

    • Entertainment Brands

    Today’s Media World


    Consumers the media1

    Consumers & The Media

    • A Media-Saturated Culture

    • Nothing like it before

    • Incredible richness of options

  • How Many Messages a Day?


  • Consumers the media2

    Consumers & The Media

    • A Media-Saturated Culture

      • Nothing like it before

      • Incredible richness of options

    • How Many Messages a Day?

    • The Great American Time Crunch

    • More time for media

    • Less time for…

  • Remember - they’re your eyeballs!


  • Media conglomerates

    Media Conglomerates

    • From Local to Global

    • The First Conglomerates - local - starting with the newspaper

    • Example: WGN

      • “World’s Greatest Newspaper”

      • #1 AM station, major independent TV station (WGN, now a superstation)

    • Additional media properties

    • Ongoing partnerships/mergers

      • Partner w. Warner for WB Network

      • Merge w. LA Times


    Broken business models

    Broken Business Models

    • Example: The Tribune Company

    • Newspaper = Dramatic declines in

      • Readership

      • Advertising Revenue

    • Television = not so super

      • Increase in clutter/competition

      • Decline in viewership / ad revenue

    • Even with the #1 AM station…

      • Ad revenues still declining

    • Plus corporate problems

      • Tax/Buyout problems


    Media conglomerates1

    Media Conglomerates

    • From Special to General

    • Growth based on special expertise:

      • Time = magazines

      • Disney = movies/theme parks

      • CBS = broadcasting

    • Opportunistic Expansion:

      • “Bigger Financial Fish” eat smaller ones

      • Mergers also create “Bigger Fish”

      • Example: ViaCom (Paramount, MTV, Nickelodeon)

      • Merges w. CBS (TV + radio + billboards)


    Media conglomerates2

    Media Conglomerates

    • World of The Media Giants

    • Four Very Large - Primarily Media

      • Time-Warner

      • Disney: ABC, A&E, Disney, ESPN, Miramax...

      • CBS - broadcasting + Viacom (cable)

      • News Corporation (FOX)

    • Other “Interesting” Giants

      • SONY (Entertainment + Electronics)

      • NBC Universal (TV + Movies)

    • Let’s look at The Big Four...


    Media conglomerates3

    Media Conglomerates

    • World of The Media Giants

    • Top 6 Media Companies

      Source: AdAge, 12/31/2012

      #1 Comcast Corp.$44,981

      #2 DirecTV$22,310

      #3 Walt Disney Co.$21,546

      #4 Time Warner$19,894

      #5 Time Warner Cable$18,104

      #6 News Corp.$17,314


    Media conglomerates4

    News Corp

    17 billion

    (FOX)

    Media Conglomerates

    • News Corporation (FOX)

    • Rupert Murdoch

    • Understood power of media

    • Australian Newspapers

    • More newspapers, more media

  • The FOX Network

    • The FOX Network -

      Fox News, Sports, Family

      Channel, 20th Century Fox,

      Star TV, BSkyB, The Times

      N Y Post,.LA Dodgers


    Media conglomerates5

    News Corp

    17 billion

    (FOX)

    Media Conglomerates

    • News Corporation (FOX)

    • Rupert Murdoch

    • Understood power of media

    • Australian Newspapers

    • More newspapers, more media

  • The FOX Network

    • Sports as strategic tool

    • The FOX Network -

      Fox News, Sports, Family

      Channel, 20th Century Fox,

      Star TV, BSkyB, The Times

      N Y Post,.LA Dodgers

    • NFL for Fox Network

    • FOX Sports (cable)

    • A Global Empire

      • Satellites everywhere


    The world of media

    Media Evolution

    • Media are becoming Brands

      • Growing across media platforms

    • Driven by conglomerates, almost all media are developing into...

    Entertainment Brands


    Entertainment brands

    Entertainment Brands

    • Now let’s cover…

    • Media - The New Brands

    • Entertainment Brands

    • Entertainment Brand Economics


    Media the new brands

    • A radio network

    • A magazine

    Media - The New Brands

    • Media no longer channel specific

      • Technology no longer a limitation

    • The Brand Concept Emerges

    • Example: ESPN

      • A sports brand

    3 “flavors” of cable

    • A sports bar


    Entertainment brands1

    Entertainment Brands

    • Entertainment Brand Economics

      • A different kind of consumption

      • Media “sells eyeballs”

    • Time and Attention

    • Payment from…

      • Advertisers

      • Consumers

      • Both

    • Synergy (NBA on ESPN, TNT, ABC)


    Entertainment brands2

    Entertainment Brands

    • Example: Spiderman

      • Marvel Comics Superhero - re-staged

      • Appeared in

        • Comics

        • Cartoons

        • Movies

        • Accessories


    Entertainment brands3

    Entertainment Brands

    • Example: Spiderman

      • Publicizing the movie

    • ambient ads located on buildings

    • ambient ads located in bathrooms


    The media boom

    The Media Boom!

    The Media Boom!

    • In 2011…

      • Measured Media Spending for the U.S.$131.03 Bill.

      • Annual Newspaper Advertising$17.6 Bill.

      • Broadcast Radio Stations15,256

      • Basic Cable Subscribers56.4 Mill.

      • Digital Cable Subscribers46.8 Mill.

      • U.S. Adult Smart Phone Users175.8 Mill.

      • U.S. Internet Users244.5 Mill.

    • More Media More Often

      • Even in a media-saturated society like ours, there’s always room for one more.


    The media boom1

    The Media Boom!

    • Four Factors Changing Media

      • Media Technology

        • Digital Explosion

        • New Delivery Systems - Internet, video stores, etc.

    CD ‘Zine from Apple


    The media boom2

    The Media Boom!

    • Four Factors Changing Media

      • Media Technology

        • Digital Explosion

        • Delivery Systems - Internet, Netflix, DVDs

    • Media Competition

    • From monopoly to hyper-competition

    • Mature Market - huge need for “hits”

  • Media Audiences

    • Fragmenting, but more valuable

  • Media Expenditures

    • Going across platforms (i.e. ESPN)


  • The media boom3

    The Media Boom!

    • The Entertainment Economy

      • Part of “PowerShift”

      • Creating Big New Brands

    • Media as Brands

      • Marketing becoming more important

    • + Entertainment Brands

      • Marketing/Advertising is critical

    • Great Expansion & Volatility

      • Opportunity is everywhere


    You the world of media

    You & The World of Media

    • So, how does this affect you?

      • In your life?

      • In your possible career opportunities?

    • After class…

      • What media will you turn on?

      • And what medium turns you on?

    • Remember, they’re your eyeballs!


    Everywhere you look

    Everywhere you look...

    It’s a New Brand World!


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