The World of Media - PowerPoint PPT Presentation

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The World of Media

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Title: The World of Media


1
The World of Media
  • Chapter 6

2
The Eyeball Business
  • 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
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

10
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

11
The World of Media
  • Early Media History
  • Todays Media World
  • Consumers the Media
  • Media Conglomerates
  • Entertainment Brands
  • The Media Boom!
  • Current Media Choices (Part 2)

The World of Media
12
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

13
Early Media History
  • Babylonian Posters
  • Graffiti in Pompei
  • Egyptian Obelisks
  • Signage
  • Hawkers Criers

14
Evolution / Revolution
  • The Printing Press
  • The Reformation
  • Thirty Years War
  • The American Revolution

15
Early US Media History
  • Handbills, Almanacs, Pamphlets...
  • Benjamin Franklin
  • Poor Richards Almanac
  • Pennsylvania Gazette
  • Common Sense
  • Thomas Paine
  • Argued for Revolution
  • Newspapers
  • Viewed as essential
  • Freedom of the Press

16
Origins of Print - Newspapers
  • 1650 - first newspaper ad - Germany
  • 1704 - first US ads - Boston
  • Early newspaper ads like todays classified
    ads
  • Ad clutter - even then.
  • Newspaper advertising grew along with
    business and growing urban centers

17
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

18
Consumers The Media
Media Evolution
  • Marshall McLuhan
  • we evolve as our media evolves.
  • From ear-driven to eye-driven to
  • Advertising Changes as Media Changes

19
Early Broadcast - Radio
20
Early Broadcast - Radio
  • 1906 - First radio program broadcast
  • Early commercials unobtrusive
  • Beginnings of sponsorship
  • Audiences grow
  • Advertiser interest grows
  • Then, its the 30s...

21
Early Broadcast - Radio
  • The Golden Age of Radio
  • First Free Mass Media - 100 paid by
    advertisers
  • Hit Programs
  • Mass Audiences
  • Major Brands are Born
  • Example Wheaties

22
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 Worlds Fair
  • 1946 - 10 TV stations
  • 1949 - coaxial cable reaches Chicago - this
    allows network broadcasts

23
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

24
Early Broadcast - Television
  • A Powerful Selling Tool!

25
Todays Media World
  • Next, well cover
  • Consumers The Media
  • Media Conglomerates
  • Entertainment Brands

Todays Media World
26
Consumers The Media
  • A Media-Saturated Culture
  • Nothing like it before
  • Incredible richness of options
  • How Many Messages a Day?

27
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 - theyre your eyeballs!

28
Media Conglomerates
  • From Local to Global
  • The First Conglomerates - local - starting with
    the newspaper
  • Example WGN
  • Worlds 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

29
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

30
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)

31
Media Conglomerates
  • World of The Media Giants
  • Four Very Large - Primarily Media
  • Time-Warner
  • Disney ABC, AE, Disney, ESPN, Miramax...
  • CBS - broadcasting Viacom (cable)
  • News Corporation (FOX)
  • Other Interesting Giants
  • SONY (Entertainment Electronics)
  • NBC Universal (TV Movies)
  • Lets look at The Big Four...

32
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

33
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

34
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

35
Media Evolution
  • Media are becoming Brands
  • Growing across media platforms
  • Driven by conglomerates, almost all media are
    developing into...

Entertainment Brands
36
Entertainment Brands
  • Now lets cover
  • Media - The New Brands
  • Entertainment Brands
  • Entertainment Brand Economics

37
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

38
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)

39
Entertainment Brands
  • Example Spiderman
  • Marvel Comics Superhero - re-staged
  • Appeared in
  • Comics
  • Cartoons
  • Movies
  • Accessories

40
Entertainment Brands
  • Example Spiderman
  • Publicizing the movie
  • ambient ads located on buildings
  • ambient ads located in bathrooms

41
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 Stations 15,256
  • Basic Cable Subscribers 56.4 Mill.
  • Digital Cable Subscribers 46.8 Mill.
  • U.S. Adult Smart Phone Users 175.8 Mill.
  • U.S. Internet Users 244.5 Mill.
  • More Media More Often
  • Even in a media-saturated society like ours,
    theres always room for one more.

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

CD Zine from Apple
43
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)

44
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

45
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, theyre your eyeballs!

46
Everywhere you look...
Its a New Brand World!
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