1. JN2702
MARKETING PRINCIPLES FOR
MEDIA BUSINESSES: INTRO

2. Background: Module outline

Designed to introduce and provide an
overview to an increasingly “fragmented”
media marketplace

To provide an outline of what marketing is:
generally and specifically within media

To understand and analyse concepts such as
market segmentation and demographics

To consider branding and advertising both
within a media platform and on behalf of a
platform

To work with an organisation to establish an
industry-focus and approach

To begin to establish the effectiveness of
marketing for an organisation within an
online environment

Combine theory and case studies to provide
insights into media and media marketing
practices

3. SECTION ONE: THEMES AND
CONCEPTS

4. Market forces: a complex picture
What is a ‘fragmented media landscape’?

Offline
 Traditional platforms offer a compelling
platform for readers and advertisers:
spanning print, broadcast and radio
 Niche products offer access to key
demographics and interest areas

Broadcast
 Digital proliferation has created a highlevel of market segmentation and
specialisation
 Online broadcasting offers a high-level
of user-data and opportunities to remonetize ‘chunked’ media

Online
 Multinationals, nationals, regionals, hyp
erlocals and bloggers compete for
market attention
 Independent platforms aid crosscommunication and interaction
(Facebook, LinkedIn, Twitter, Google+)
 Search engines provide a level of
information control and gateway
function
“Over half (53%) of UK adults are now media
multi-tasking while watching TV on a weekly
basis. Watching other content on a different
device is one of these activities.
A quarter (25%) are regularly ‘media
meshing’ - doing something else but related
to what they’re watching on TV. Examples of
media meshing include talking on the phone
(16%) or texting (17%) about what they’re
watching, using social networks (11%) or
‘apps’ to communicate directly with
programmes (3%). Younger people are most
likely to use other media while watching TV
(74%) with 44% media meshing.”
Ofcom Market Communications Market
Report 2013

5. STOP! Media Theory
Mark Deuze: We live in
Media
Media are to us as water is to fish. This does not
mean life is determined by media - it just
suggests that whether we like it or not, every
aspect of our lives takes place in media, and
that our engagement with media in many
ways contributes to our chances of survival.
Manuel Castells: “Real
Virtualities”
“Real virtuality is a system in which reality itself (that
is people’s material/symbolic existence) is
entirely captured, fully immersed in a virtual
image setting, in the world of make believe, in
which appearances are not just on the screen
through which experience is communicated, but
they become the experience.”

6. Multiplatform impact: Key Module questions

How do publishers exist in a
multiplatform world?

What do we mean by a converged
media landscape?

What impact does this have on
traditional and new publishers? And
how do they manage this impact?

What requirements are placed on
marketers within this fragmented
multiplatform world and what
challenges do they face?

How has advertising shifted within
the Media, and how do marketers
identify the ‘value’ of advertising?

7. Importance of marketing and ad revenue
 Media orgs using marketing
to increase market share and
resulting ad
revenue/readership/influence
 What alternative forms can
advertising take (within and
for) a media organisation?
 How has the current digital
landscape impacted on ad
revenue flows?
 How to publishers compete in
an online world?

8. History and now: Digital disruption

9. Distribution of ad-revenue

10. Analogue
opportunities

Amid a powerful digital ad
world, consider advantages of
analogue and offline publishing
opportunities, and how that
might impact on marketing

Global markets offer a diverse ad
landscape – print can be popular
in some marketplaces

Consider the ‘affordances’ of
paper output

TV, niche and mass audience
penetration
Print media continued to thrive in less-developed media markets
such as India and China.
”Newspapers are actually growing in a lot of the faster-growing
regions. The global picture is not quite as uniformly gloomy as it
appears to be in developed markets.”
Jerry Buhlmann, Aegis chief executive

11. Final thought: constant disruption

Marketplaces, particularly those within the
media industry, are going through a rapid
period of transition. This module will seek to
equip marketers with the skills to read and
navigate a marketplace that is constantly in
flux.

Economist Joseph Schumpeter outlined the
economic concept of ‘creative destruction’ –
that technological advances will prompt
market failure, which will in turn breed
innovation

Media marketers currently operating are
doing so as the process of market failure is
occurring: the shift from monolithic media
channels to what, potentially, could be seen to
be a more diverse and pluralistic landscape

12. SECTION TWO: AREAS FOR INVESTIGATION

13. What is marketing?
 Basic definitions and case
studies

How do we define marketing and
the process behind it?

What analysis is required to
construct a marketing plan?

4Ps or 7Ps – lots of p’s

What challenges to do marketers
face, and how can they overcome
them?

What is market segmentation and
how does it impact on marketing
strategy?

14. Marketing for Media orgs
 We’re going to look at a
cradle to grave approach:

Consider what role marketing
plays within a media
organisation

Establish a a media
organisation’s ‘assets’ and how
best to harness them

Strategise: establish key
market demographic(s) and
how media tools (and editorial
content) could be harnessed to
maximise take-up from that
market

15. What is advertising?
 Define the differences
between ‘advertising’
and ‘marketing’
 Examine the impact the
changing ad market in
relation to Media
organisations in 2
central ways
 How ad spend impacts
on media orgs
 How media orgs
create, construct and
communicate brands
Multi-platform analytics drive advertiser insights into the connected
consumer’s behaviour, expectations and buying intentions
Advertisers, which absolutely must keep pace with the irresistible
consumer shift towards ‘my media’ and digital consumption
behaviours, will increasingly harness big data to understand, target and
engage consumers at an ever-more-personal level.
This will require that they generate and apply multi-platform analyticsdriven insights into connected consumers’ behaviour, expectations and
buying intentions while they use new measurement techniques to
ensure relevance and demonstrate returns on ad spend.
PriceWatehouseCoopers Global Entertainment and Media Outlook: 2013-2017

16. Media example: Guardian’s
Three little pigs

17. STOP! Theory: Key constructs

The power of the crowd:
Shirky, Gilmore

Companies harness and engage
with the power of the crowd:
Jarvis, Meerman, Tapscott

Audience interaction, networks
and power dynamics: Jarvis, van
Dijk

The ‘long tail’ value opportunity:
Anderson

Creative destruction and market
renewal: Doyle

18. The assessments
The essay (2,000 words) DEADLINEMarch 28th 2014 at 5pm
"Social Media has radically changed the publishing industry and the role of
the 'audience'. The marketing and advertising playing field has
changed irrevocably. Analyse and discuss.”
The portfolio (3,000 words) DEADLINE May 2nd 2014 at 5pm
Produce a marketing plan for a media organisation of your choice;
analysing a range of tools and approaches to produce an effective
social marketing campaign that can be placed alongside traditional
marketing strategies.

19. Portfolio: step-by-step
 Identify a media organisation that could act as a ‘subject’, for you
to complete a marketing strategy with.
 Interview them and establish key areas of what they do, what
their USP is (or what it could be).
 Analyse their target market and demographic.
 Establish an overarching social marketing strategy in response to
the above.
 Articulate how you would achieve this strategy, what tools you
would use and why. Establish what your key targets would be and
how you would monitor the success of the strategy.

20. Next week’s reading
 Here Comes Everyone – Clay Shirky
 Understanding Media Economics – Doyle

21. Seminar: Initial talks
 How do you encounter a ‘fragmented media
landscape’

22. Seminar: Branding
 What are the most powerful brands that you
encounter and why?

23. Seminar
 Advertising: how do you engage with it?

24. Seminar: Outside

Spend around 30 minutes walking
around campus and taking pictures of
physical brands and ads that you
encounter – these could include any
physical presentation of a brand, in
any location

Between now and next
week, combine this physical activity
with

Come back next week with a ‘quick
fire’ presentation (3 minutes max) on
3 brands you encountered and why
you feel they are
successful, popular, commercially
sound

25. Flickr credits

Byronv2 Retro robots 02

jam_232Jigsaw quilt

JuhansoninEric surrounded by his sketches

Jason A. HowieInstagramand other social media apps

Yahoo IncOK, what's the deal

Ykanazawa1999Keikyu600 Series Train and Unused Platform No.5 at the South End of Keikyu-kamata Station

@Doug88888 Money Queen

sdobie Analogue Yearbook 1979

ashley rose you are original and creative

minifigMinifig Characters

#5: Sherlock Holmes and Dr. Watson

HubSpot Social Media Marketing Madness Cartoon by HubSpot

Travel Aficionado Newspaper Front Pages

JoeInSouthernCA Retro Facebook Advert

SeeMidTN.com (aka Brent) 7UP Retro: 80's