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The digital age has changed everything; trite, now, but still true. Broadcasting and publishing are so last century, when engaging each individual customer was considered déclassé. The media sphere is now strictly retail; apps as aisles, clicks and swipes the points-of-purchase. Stars are now showcases, changing regularly, and headlines point to the check-out line. It’s a different business every day.
Ambition is the trait most rewarded by investors and customers, the difference only slightly nuanced. Technology companies have entered the media sphere - Netflix and Amazon, not forgetting Apple’s venture into music streaming - with the gleeful admiration from investors. Media companies have been on the back-foot trying to catch up with the techies. Consumers, of course, just want what they want right now, preference given to brands they know.
Anticipation is a powerful marketing motivator. Put a little wait-time ahead of a new product or service launch – even a service upgrade – and interest builds, chatter swells and customers ready their cash. Chatter, though, is unpredictable; critics and competitors have hashtags too. Clever marketing people know this and plan carefully.
Fake News, Hate Speech and Propaganda – new
The institutional threat of fake news, hate speech and propaganda is testing the mettle of those who toil in news media. Those three related evils are not new, by any means, but taken together have put the truth and those reporting it on the back foot. Words matter. This ftm Knowledge file explores that light. 48 pages, PDF (March 2017)
In the media sphere nothing is more important than knowing the audience. Once in a generation a target group evolves to catch the attention of publishers and broadcasters, advertisers and media buyers, social critics and politicians. The Millennials, also known as Generation Y and digital natives, are it, with unique characteristics and behaviors. They have already reshaped everything we do. 35 pages, PDF (December 2016)
State Aid - Media Rules
National authorities have at their disposal a variety of economic measures to stimulate, develop and improve competitive market sectors. Sometimes they miss the big picture or have special circumstances. Within the European Union an executive branch of the European Commission stands ready to clarify the rules of each and every game. State Aid rules are developing as the playing field gets bigger. 35 pages, PDF (September 2016)
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