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Talked about test:
Thursday -(week from today)
Intro + 6 chapter
75 questions (T/F & Multiple Choice
Bring Small Scantron & Pencils
"Review" Tuesday (2/28)
Here - Full Classtime
Leave When Done
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Chapter 6
"The Eyeball Business"
- A Different kind of consumption
- Time and attention
- Media Receive payment from : advertisers, consumers, or both
- Advertiser Paid Media (100% Ad revenues)
• Television, Radio, Out-of-home (billboards), direct marketing
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- Consumer Paid Media [tickets/subscriptions]
• Some Cable (HBO, etc.)
• Movies, CDs, concerts
• magazines
• public radio
###
Changing Habits / Chanign Media
- Old Media Models in trouble...
- Newspaper, Network TV, some Magazines
Still lots of TV, but...
- many more channels
- audiences are fragmenting
- Mass Media is losing mass
The Second Screen
- Internet/Social Media
- A powerful combination
###
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
Early media History ###?
- The legend of the first mass-appeal advertising
Over 2000 years ago in N. Africa City of Cyrene
Silver coins carried a procut message, the coins advertised a local plant
Evolution / Revolution
The Printing Press
The Reformation
Thirty Years War
The American Revolution
Handbills, Almanacs, Pamphlets.
- Benjamin Franklin
• Poor Richard's Almanac
• Pennsylvania Gazette
- "Common Sense" ###
###
Early Broadcast - Television
Philo Farnsworth - teenager 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 ###
First TV ads
- Royal Crown Cola
- BBDO takes lead
1951 1.5 million TV sets
1952 - 15 million TV sets
TV networks develop
1953 - First Color TV Broadcast - RCA
Consumer & 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
From Local to Global
The First Conglomerates - local - staring with the newspaper. ## WGN
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
- ###
From Special to General
- Growth based on special expertise:
• Time = magazines
• Disney movies/theme parks
• CBS = broadcasting
- Opportunities Expansion:
• "Bigger Financial Fish" eat smaller ones
• Mergers also create "Bigger Fish"
• Example: ViaCom (Paramount, MTV, Nickelodeon)
• Merges with CBS (TV + Radio + billboards)
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)
World of the Media Giants
Time Warner
Comcast
###
###
DirecTv
News Corporation (FOX)
Rupert Murdoch
understood power of media
Australian Newspapers
more newspapers,
"SEEMED LIKE A GOOD IDEA AT THE TIME... BUT...."
Media are becoming BRANDS
- Growing across media platforms
Driven by conglomerates ###
Media "sells eyeballs"
time and attention
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