Media at the Millennium:the Next “BIG THING”
A presentation for
Indiana University
September 2000
Purpose
To discuss trends in the Media Industry today
And why “Getting the Medium Right” is
becoming the primary focus of the marketing world
What is a Medium?
What is a Medium?
“An intervening agency, means, or instrument by which something is conveyed or accomplished”
Webster’s
The
Media
Industry
How many possible media forms can you name?
Media selection is the business of making choices
The number of choices is growing exponentially each year
National TV
Cable TV Network TV Syndication PBS Unwired Pay TV
Sat. AM Kids, Early Morning, Affiliate, Sponsorships, Early Fringe, VHF, Late Night, UHF, Sports, Daytime, Infomercials,
Independent, Prime Access, Direct TV, Primetime, Evening News, Specials
Price is Right, Dawson’s Creek, 7th Heaven, Ally McBeal, Law & Order, Friends, All My Children, Today, West Wing, Dan Rather, Cosby, Wasteland, As World Turns,
Hercules, Good Morning America, Seinfeld, 60 Minutes, Later Today, Regis Philbin, Oprah,Cheers, Frasier, Xena, Dateline, WWF Smackdown, Roseanne, Cops, Chicago Hope, JAG,Voyager, Shockwave Cinema, ER, 20/20, Felicity, NFL, Pretender, NYPD Blue, Jeopardy,Tonight Show, Wheel of Fortune, Sports night, Roswell, Letterman, 3rd Rock, Charmed,
Saved by the Bell, Doug, Cold Feet, Party of Five, WW of Disney
Magazine
Women’s service, General Interest, Entertainment, Home,Fashion, Beauty, Garden, Epicurean, Finance, News,
Do-it-Yourself, Technology, Music, Computers, Travel, Science,etc., etc., et.,
USNews, Newsweek, Time, Emerge, New Yorker, Parade, USA Today,Business Week, Mac Leans, Jet, Washington Post, LA Times Magazine,
New York Times Magazine, etc.,
Time Digital, Time Women Select, Time Top Management, Time Business, Time Top Zips, Time Gold, Time Families, etc., etc., …
600 different configurations of Time each week!
Growth in Number of Choices has been driven by;
1. Technology 2. Better Data/Research 3. Creativity of the Media Community
Technology
1. More Media Choices coming into the home
2 More/Better ways for consumers to manage the choices
3. A means for consumers to “talk back” to the media
Better Data/Research
1. Larger/ more complete customer databases
2. Better ‘classification’ systems ( i.e. Geo-demography)
3.More sophisticated modeling
Creativity of the Media Community
1. New place-based alternatives
2. Integrated multi-media promotions
3. “Under-the-radar” ideas
Of course all of these choices are driven by:
What are the Implications for Marketing Professionals ?
To succeed marketing professionals need to change their focus
Old focus:
“Get the message right”
New focus:
“Get the medium right”
The Medium is becoming as or more important than the Message
“Getting the medium right”
Often requires rethinking some of the core elements the Marketing PlanTargetingDistribution Promotion
Targeting
New media choices allow for new ways to target can segment consumers on the basis of
their media preferences and habits ie “Movie Enthusiasts” for Max Factor
or on the basis of where they live and what their entertainment habits are
Ie Altoids
Targeting
We no longer have to settle for “one-size-fits-all” each media choice can carry it’s own
unique message i.e. Hallmark Cards Backcover Campaign
and the medium chosen can convey a message by itself
i.e. Kellogg’s lifestage targeting
Targeting
Marketer’s need to find the right balance between broadly and narrowly focused media and THEN concern themselves with getting
the message right in each medium
Distribution
Media choice is also influencing how marketers distribute their products opening the door to distribute products in
new and more efficient/effective ways
Distribution
Media “Versioning” is allowing companies to vary product mixes from market to market across the country without losing the economies of scale of
national advertisers i.e. McDonald’s
Distribution
Web-based marketing is causing many companies to “disrupt the food chain” traditional distribution schemes are being
replaced by more efficient and effective schemes
all spurred by the Internet medium
Promotion
Media has become an integral part of the promotion plan as media buys often become the basis for
promotion activity
Promotion
Increasingly promotions and events are built around deals with multi-media conglomerates i.e. a deal with TIME-WARNER could
involve a Warner Bros. Movie, an Atlantic Records CD, a special on TBS,an insert in People, an HBO Video release, and use of Road Runner on-line
Promotions
And increasingly the media become the source of promotional ideas Miller Blind Date SNL’s 25 Most Intriguing Moments Max Factor’s “Titanic Video” Promotion
Media is becoming a key component of Marketing Strategy
Media is becoming a key component of Marketing Strategy
Affecting;TARGETINGDISTRIBUTIONPROMOTION
“Getting the message right”
Marketer’s need to develop a better understanding of the Media Industry and of the economic pressures that drive it
“Getting the medium right”
Expertise is developed primarily in the media departments of ad agencies and in big independent media operations
Like “STARCOM”
Starcom is One of North America’s Leading Media
Services Companies!
You are all invited this evening to hear more about Starcom and careers in the Media Industry!!!
Thank You