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