comm349
TRANSCRIPT
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Our Audience
Team WolverineJanelle KelseyRachel
StephanieStephen
Dani
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Chicago
• 3rd largest city• Among fastest growing cities in world • Ranked 2nd in nationwide publishing & printing
o Specialized trade magazines• Over 600 newspapers • Broadcast media center for Midwest region• Chi-town, The Windy City, City by the Lake
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Problem
• Information Overloado computerso phoneso variety of online new siteso TVo variety of social media
• Hectic lifestyleso Limited spare time to look for sites
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Why we matter
• Our future• Need guidance
o Unaware of sites to utilizeo Turning from social media to professional media
• Provide the missing linko Information gatheringo Networkingo Career information
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Audience
• Young professionalo Establishing career
• Living & working in Chicago• College Graduates
o Bachelor's Degree or higher: 25.5%o Graduate or professional degree: 10%
• Age: 20-34o Basic tech knowledge
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Characteristics
• In transistion stageo Moving up
• Proficient online capabilieso With room for improvement
• Informed on current eventso Occasionally read magazineso Visit major news websiteso Watch news
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Demographics
• More than 1/2 of state's population lives in the metro area
• 27.6% of the population between age of 18-34 years
• Average commute: 30 minutes • Multi-ethnic
o Irish, Polish, Italian, German, Hispanics, African-American
o Catholic, Protestant, Jewish...• Cost of living is higher than the national average
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Market Research
survey of 15 young professionals in Chicago
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Phone Usage
Most Used: • texting• phone calls• internet• email • business
Least used:• apps• social networking
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Internet Usage
Most Used:• email• social networking• entertainment• news
Least Used:• information about career• videos• other (blogging)
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Diversity of Online News Sites
• Chicago Tribune• cnn.com• Chicago Sun Times• MSNBC.com• twitter• facebook• New York Times
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Print Newspaper Usage
• Most make time to read an actual newspaper• Average: weekly• Preferred:
o Chicago Sun-Timeso Chicago Tribuneo Redeye (subsidiary of Tribune)
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Case Study 1: Light Media User
Name: Claire ShanahanProfession: Receptionist/recently a teacherCompany: Golub & CompanyCommute: Yes, 30 minutes (listens to iPod, reads, texts, checks email)Phone: LG cellComputer: Mac4-6 hrs/week on her phone 7 hrs/week on her laptopUses facebook, doesn't use linkedin
Gets her news from CNN, Chicago Tribune, and mostly through television or online
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Case Study 2: AverageMedia User
Name: StevenProfession: AccountantCompany: The Mosaic Financial GroupCommute: yes, 15 minutes (i-pod, internet on blackberry)phone: blackberry storm 2computer: 2010 Toshiba Satellite 10-15 hrs/week on phone20-25 hrs/week on computerLinkedin, Facebook, G-mail, Twitter
watches good amount of television; www.espn.com
News consumption: Online Newspapers (chicagotribune.com, detnews.com, freep.com) and twitter
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Case Study 3: Heavy Media Usage
• Ani • Age: 26• Marketing Director, Prime Time Marketing• Blackberry Curve & Macbook laptop• 35 min commute• 40+ hrs./week on computer• 3-4 hrs./week on phone• News consumption:
o WGN Morning Showo Redeye o cnn.com, Facebook, crains.como chicagotribune.com