Publisher's Paradox: Content Consumption Paralysis THE PARADOX: Even though our content is available at any time on any device our audience has less time for our content. The Daypart “Drive Time” defines the few hours in the morning and in the afternoon in which commuters are in their car driving to or from work. In the broadcast media this is what’s referred to as Wha As a result, in the radio business, Drive Time is one of the most valuable dayparts for the most obvious of reasons: it’s when most people are tuned into their car radios. A Daypart essentially defines three things. First, it defines the media on which the content should be delivered. If I’m in driving my car I can’t read or watch, I can only listen, which means the content must be delivered as audio. Second, the daypart defines the time (roughly) that I’m consuming the content - morning or evening rush hour. Third, it defines the kind of content appropriate for the audience at that time. For example, Late Night TV is ‘racier’ than “early fringe” because broadcasters assume fewer children are watching at 11:00 PM. In short, Dayparts helped define the media value to potential advertisers and underwriters. The Death of The Daypart With the introduction of the DVR, the increase of on-demand media, and the unquestionable rise of new media platforms like podcasting, many might assume that dayparting is dead. One might argue that in today’s media world the consumer defines when, where, and even why, they consume the content they subscribe to. This may be true. However, we live in a world where our content consumption options at any single moment are so bountiful that it leads to a paradox of choice. Content Consumption Paralysis It’s been my personal experience that my iPhone is overflowing with podcasts I never listen to, even though I listen to a podcast a day. Not one of those podcasts has defined a time in which I should consider listening to it. They rely on me to decide what to consume, when. However, it doesn’t mean we can’t define a time in which we want our content to be consumed. We can decide to deliver our content on a specific media, and even tailor the content to fit a specific situation and outwardly suggest that our content fits a specific time in our audience’s lives. Micro-Dayparting We no longer live in big blocks of media time. My “drive-time” is different from your “drive time.” However, if you created a podcast designed to be consumed every Monday before I got to work. I’m much more likely to make time to consume your content on my commute. I need to be told when, where and why I should consume this content. That’s a Micro-Daypart.

1. Content Consumption
Paralysis
Publishers Paradox
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

2. The Paradox
Even though our content is available at ANY time on
ANY device, our audience has less time for our content.
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

3. Dayparts
Dayparting: the practice of dividing up the day into separate
blocks, each of which defines a type of programming
appropriate for the audience it garners at that specific time.
The first banner ad ever.
EXAMPLES: Drive Time (radio) Prime Time (TV) Late
Night(TV) Late Fringe (Midnight TV)
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

4. Dayparts Define:
Medium:
The media on which the content will be consumed. (EX: Driving = Radio.)
Time:
The rough time I’m consuming the content (EX: My commute during rush hour.)
Content:
The content appropriate for that time and media. (EX: Late night TV.)
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

5. Micro-Dayparting
The practice of defining a trigger time, the proper
distribution media, and the approximate time in which our
content should be consumed.
EXAMPLE: The moment the alarm clock goes off. The Monday
Morning Commute to the Office. Lunch time at your desk at
work.
There are THOUSANDS of micro-dayparts.
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

6. The American Time Use Survey
Micro-Daypart
Source: http://www.nytimes.com/interactive/2009/07/31/business/20080801-metrics-graphic.html?_r=0
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com

7. Combat Content Consumption Paralysis
What if you owned two-minutes in your audience’s inbox,
on a regular basis?
Define a moment in your audience’s life you want to own.
Andrew M. Davis - @TPLDrew
AKAdrewDavis.com