comprehensive and proportional~18~0329211~final
TRANSCRIPT
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8/7/2019 Comprehensive and Proportional~18~0329211~Final
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Comprehensive and Proportional
M A K E T H E N E W S
H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s
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8/7/2019 Comprehensive and Proportional~18~0329211~Final
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Targeted Demographics
Journalism is Subjective
M A K E T H E N E W S
The Pressure to Hype
Marketing vs. Marketing
New Market Research
M e l i s s a O g d e n
H a r r i s o n C o l l i e r
M a r i e R i c k s
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Fallacy ofTargeted Demographics
M A K E T H E N E W S
M e l i s s a O g d e n
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Fallacy ofTargeted Demographics
M A K E T H E N E W S
In the name of efficiency and profitmargins, we did nothing to help create a
new generation interested in news.
(Kovach and Rosenstiel, p. 211)
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Fallacy ofTargeted Demographics
M A K E T H E N E W S
What problems come with targeting
demographics?
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Fallacy ofTargeted Demographics
M A K E T H E N E W S
Stations that cover a wider range of topics
were more likely to be building or holding
onto their audience than those that did not.
(Project for Excellence in Journalism Local TV project,
Quality brings Higher Ratings.)
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Journalism is not a Science, it is Subjective
M A K E T H E N E W S
People do not expect perfection.
They do expect good intentions.(Kovach and Rosenstiel p. 213)
. . . . .
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The Pressure to Hype
M A K E T H E N E W S
Churning the crowdprinciple
Do something unusual and get
immediate attention, which is easily
lost.
Do something intriguing/diverse and
grow the crowd.
H a r r i s o n C o l l i e r
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The Pressure to Hype
M A K E T H E N E W S
Depending on how good you
are how diverse and intriguingyour repertoire, and audience
might grow each day.
You would not, if you were good,have to keep churning the crowd.
(Kovach and Rosenstiel p. 214)
. . . . .
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M A K E T H E N E W S
Marketing vs. Marketing
New Market Research
M a r i e R i c k s
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Marketing vs. Marketing
M A K E T H E N E W S
New YorkTimes
Background:
of revenue from online advertising
New pay model March 28, 2011
Increase revenue or face cutbacks
(New YorkTimes, March 21, 2011, Section B, p. 1)
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Marketing vs. Marketing
M A K E T H E N E W S
NYTimes tiered plan:
20 articles for free, then
$15/month for web site
$20/month for web access/iPad app
$35/month for all-access plan
What are the positives and negatives of such a model?
(New YorkTimes, March 21, 2011, Section B, p. 1)
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Marketing vs. Marketing
M A K E T H E N E W S
Thrillist marketing model: Melding of commerce and content
Advertising and editorial used as bridge, not a wall
Reviews, ads, and sales = allied email
News feeds, Facebook and Twitter serve as editors
(New YorkTimes, March 21, 2011, Section B, p. 1)
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New Market Research for Journalists
M A K E T H E N E W S
How are we going to be tomorrows journalists?
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New Market Research for Journalists
M A K E T H E N E W S
How are we going to be tomorrows journalists?
We must be really good!
. . . . .
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New Market Research for Journalists
M A K E T H E N E W S
How are we going to be tomorrows journalists?
We must be really good!How a story is gathered and reported
number, balance, and expertise of sources
its relevancy to audience,
are twice as important as topic in determiningaudience ratings.
(Kovach and Rosenstiel p. 221)
. . . . .
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Targeted Demographics
Journalist is Subjective
M A K E T H E N E W S
The Pressure to Hype
Marketing vs. Marketing
New Market Research
Summary: Comprehensive and Proportional
H a r r i s o n C o l l i e r
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Thanks for sharing your views
M A K E T H E N E W S
H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s
. . . . .