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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.
The Campaign Is On - Elections and Media – new
Elections campaigns are big media events. Candidates and issues are presented, analyzed and criticized in broadcast and print. Media is now more of a participant in elections than ever. This ftm Knowledge file reports on news coverage, advertising, endorsements and their effect on democracy at work. 84 pages. PDF (September 2017)
Fake News, Hate Speech and Propaganda
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)
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