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The World of Media

The World of Media Chapter 6 “The Eyeball Business” INTRODUCTION 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

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  1. The World of Media Chapter 6

  2. “The Eyeball Business” INTRODUCTION • A different kind of consumption • Time and Attention

  3. “The Eyeball Business” • A different kind of consumption • Time and Attention • Media Receive Payment from…

  4. “The Eyeball Business” • A different kind of consumption • Time and Attention • Media Receive Payment from… • Advertisers

  5. “The Eyeball Business” • A different kind of consumption • Time and Attention • Media Receive Payment from • Advertisers • Consumers • Both

  6. “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

  7. “The Eyeball Business” • Consumer Paid Media [Tickets/Subscriptions] • Some Cable (HBO, etc.) • Movies • CDs & Concerts • Magazines • Public Radio/TV • “Sponsorships” • Event Marketing

  8. “The Eyeball Business” • Consumer Paid Media [Tickets/Subscriptions] • Some Cable (HBO, etc.) • Movies • CDs & Concerts • Magazines • Public Radio/TV • “Sponsorships” • Event Marketing • +Product Placement in Movies/TV

  9. 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

  10. 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

  11. Early Media History: • Babylonian Posters • Graffiti in Pompei • Egyptian Obelisks • Hawkers & Criers • US Media History • Printed Handbills • Almanacs/Pamphlets...

  12. Early Media History: • Babylonian Posters • Graffiti in Pompei • Egyptian Obelisks • Hawkers & Criers • US Media History • Printed Handbills • Almanacs/Pamphlets... • Newspapers

  13. 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

  14. 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

  15. Early Broadcast - Radio

  16. Early Broadcast - Radio • 1906 - First radio program broadcast • Early commercials unobtrusive • Beginnings of sponsorship • Audiences grow • Advertiser interest grows • Then, it’s the 30s...

  17. Early Broadcast - Radio TheGoldenAge of Radio • First Free Mass Media - 100% paid by advertisers • Hit Programs • MassAudiences • Major Brands are Born • Example: Wheaties

  18. 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

  19. 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

  20. Early Broadcast - Television • A Powerful Selling Tool!

  21. Today’s Media World • Next, we’ll cover… • Consumers & The Media • Media Conglomerates • Entertainment Brands Today’s Media World

  22. 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

  23. Consumers & The Media • A Media-Saturated Culture • Nothing like it before • Incredible richness of options • How Many Messages a Day?

  24. 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!

  25. 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

  26. 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, UPN, Nickelodeon, Blockbuster Video) • Merges w. CBS (TV+ radio + billboards)

  27. Media Conglomerates • World of The Media Giants • Four Very Large - Primarily Media • Time-Warner (+ AOL) • Disney: ABC, A&E, Disney, ESPN, Miramax... • CBS - broadcasting + Viacom (cable) • News Corporation (FOX) • Three Other “Interesting” Giants • SONY (Entertainment + Electronics) • Seagram (Universal + Music) • NBC (5% of General Electric) • Let’s look at The Big Four...

  28. Time-Warner 26.8 billion (pre-AOL) Walt Disney 22.9 billion (ABC/Movies) Viacom/CBS 18.9 billion (CBS/MTV) News Corp 13.6 billion (FOX) • Movies/TV • Broadcast/Cable • Music/Publishing • Theme Parks • Other Media Conglomerates • World of The Media Giants • “The Big Four”

  29. News Corp 13.6 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

  30. News Corp 13.6 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 • NFL for Fox Network • FOX Sports (cable) • The FOX Network - Fox News, Sports, Family Channel, 20th Century Fox, Star TV, BSkyB, The Times N Y Post,.LA Dodgers • A Global Empire • Satellites everywhere

  31. Media Evolution • Media are becoming Brands • Growing across media platforms • Driven by conglomerates, but all media are developing... Entertainment Brands

  32. Entertainment Brands • Now let’s cover… • Media - The New Brands • Entertainment Brands • Entertainment Brand Economics

  33. 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

  34. Entertainment Brands • Entertainment Brand Economics • A different kind of consumption • Media “sells eyeballs” • Time and Attention • Payment from… • Advertisers • Consumers • Both • Synergy (AOL sells Time Magazine)

  35. Bob Levin, SONY Marketing Entertainment Brands • Example: Godzilla • Old Japanese brand - re-staged • Coordinated by SONY Management

  36. Bob Levin, SONY Marketing Entertainment Brands • Example: Godzilla • Old Japanese brand - re-staged • Coordinated by SONY Management • Publicity & Advertising • Size Does Matter

  37. Entertainment Brands • Example: Godzilla • Old Japanese brand - re-staged • Coordinated by SONY Management • Publicity & Advertising • Size Does Matter • Big Media • + Big Tie-Ins

  38. Entertainment Brands • Example: Godzilla • Old Japanese brand - re-staged • Coordinated by SONY Management • Publicity & Advertising • Size Does Matter • Big Media • + Big Tie-Ins • Building the Brand

  39. Entertainment Brands • Example: Godzilla • Old Japanese brand - re-staged • Coordinated by SONY Management • Publicity & Advertising • Size Does Matter • Big Media • + Big Tie-Ins • Building the Brand • More Marketing Tie-ins • Toys & Spin-offs

  40. The Media Boom! The Media Boom! • In the last 20 years… • 1,500 TV stations • 78% of US homes receiving cable • 10,625 magazines • 900 new magazines in 1996 alone • More Media More Often • Even in a media-saturated society like ours, there’s always room for one more.

  41. The Media Boom! • Four Factors Changing Media • Media Technology • Digital Explosion • New Delivery Systems - Internet, video stores, etc. CD ‘Zine from Apple

  42. The Media Boom! • Four Factors Changing Media • Media Technology • Digital Explosion • Delivery Systems - Internet, video stores, etc. • 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)

  43. 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

  44. 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!

  45. Everywhere you look... It’s a New Brand World!

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