1. What Business Is the Media In ?

2. The Media For the purpose of this presentation, the media are defined as businesses that create or distribute content and that are supported in part or in whole by advertising: – Television – Online – Radio – Magazines, Newspapers – NOT Outdoor, Direct Mail, or Commerce websites.

3. What Business Is The Media In? Communication? Television? Radio? Online? Print? News? Entertainment? None of the above. THE ADVERTISING DELIVERY BUSINESS

4. What Is a Business? Business-As-War Metaphor – Mission – Purpose – Goals Objectives – Strategies – Tactics

5. What Is the Mission of Most Media Executives? Enrich themselves Gain power and fame Enrich stockholders

6. What Is the Mission Of TV Journalists? OLD: To Protect and enhance: – Freedom – Democracy – Free enterprise NEW: To Gain wealth, fame, and power

7. What is the Purpose Of a Media Business? Make a profit – Serve themselves and stockholders Serve advertisers – Customers (Customers buy a product) Attract an audience – Consumers (Consumers use a product) Serve the Public good, convenience, and necessity? – Who must do this?

8. What is the Purpose of a Media Business? OLD - Broadcasting (TV and Radio Stations, Which Are Licensed and Under Old Regulations): – Serve the Community – Serve the Audience (Consumers) – Serve Advertisers (Customers) – Serve Stockholders (Profit) NEW – Serve Stockholders (Profit) (New Regulations, Pressure From Wall Street)

9. Content/Programming Goals? 1 To get people to watch, view, read, listen 2 To get em to W,V,R,L more often and longer 3 To imbed and enhance brand image (promotion)

10. Content/Programming Strategies? 1 Create a DISCERNABLE, RELEVANT, PROMOTABLE, DIFFERENTIAL competitive advantage 2 Create and reinforce a brand image: – In local TV news: journal of record, warm and friendly neighbor, action/sensational – Online: New music, conservative punditry, new techie cool 3 Appeal to audiences needs, wants, aspirations, and prejudices (selective perception)

11. Content Programming Strategies (Contd) 4 Become the preferred provider 5 Innovate (new content, new technology, new distribution channels)

12. Remember The media are businesses – driven by the bottom line No one knows what the future holds – So innovation and adaptability are critical to survival The media are not in the business of making you a star or meeting your personal needs The media are unbelievably competitive The media are in the advertising delivery business – Rarely with a sense of public service responsibilities