MSCH-C 213 Week Three
MSCH-C 213 Week Three MSCH-C 213
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This 5 page Class Notes was uploaded by Abigail Billing on Sunday September 18, 2016. The Class Notes belongs to MSCH-C 213 at Indiana University taught by Suzannah Comfort in Fall 2016. Since its upload, it has received 5 views. For similar materials see Intro to Media and Society in The Media School at Indiana University.
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Date Created: 09/18/16
MSCH-C 213 Week Three Mass Media Industry Stages in Media Development Innovation o Technological/Marketing – come up with new thing/idea Penetration o Appeal to large heterogeneous population Peak o Command the most attentions o Generates the most revenue Decline o Replaced by more population media Adaption o Rethink how to meet audience’s needs Indicators of Peak Time spent with medium Money spent on medium Life cycle patterns textbook page 111 Book Chain bookstores are 2/3 of offline revenue We spend a lot on books But Profit margins are terrible sometime <1/5 of price is profit The web; less paper published, more everyday people publishing What about E-books? E-book sales soared 1260% between 1008 and 2010 Borders declared bankruptcy in 2011 2016: e-books sales have slowed (10% or more) Make up to 20% of market – same as 5yrs ago Could it be that many people simply prefer reading paper books Newspaper Early American newspapers were political o Often associated with a party 1830s shift to maximize profit -> less political 1900, 93% of homes subscribed to a newspaper Shrinking ad revenue, declining print sales Must compete with online news outlets How to adapt? Digitalize MSCH-C 213 Week Three Magazine Specialization key for survival Many national magazines owned by same company Film Industry Between 1927-29 weekly film attendance in US went form 50 million to 1120 million Vertical Integration o Where one company owns all steps in production and exhibition o Was made illegal for producer/distributors to also own theaters o Too much like a monopoly Now 17 weeks (Summer, Christmas, Easter) is 40-50% of theater attendance Stars have always been a way to better ensure profits Recording Industry Constant adaptions required 80% of all recordings los money for producers/musicians Piracy is a large issue for the music industry Radio Local Radio Stations Peaked in 30s and 40s 1+ radios in home Lost advertisers to TV in 50s Adaptation: focus on mobility Broadcast TV Localism emphasized Station you can receive over air ABC, NBC, FOX, CBS, PBS Importance of least objectionable programming o Appeals to most people Its all about the syndication o Sell the rights to play a show on another network Ad Supported – Product Placement Cable TV Paid Channels – natural monopoly o Industry where high barriers to entry -> largest and first suppliers have an enormous advantage. MSCH-C 213 Week Three Cable may be at peak Money from subscription and ads Starting to decline? o Lost 1.2 million customers in 2014 o 40% of US households w/ internet subscribe to streaming service Product Placement Company pays to have product in TV show. o Drinking Coca-Cola products o Using Apple/Samsung/Sony products “Regular” advertising isn’t enough anymore We can skip ads (DVR) or avoid them (Netflix) Netflix spent $80 million on House of Cards o Pay for it with lots of product placement Internet How does Internet make money? Most of revenue comes from consumers 95% of Google revenue come from ads Do we have banner (ad) blindness o We don’t pay attention to ads. Native Advertising o Ads look like the site content The Current Picture Convergence o Bringing things together Technological Convergence o Innovation – the move to wireless/digital Marketing Convergence o Media outlets must see themselves as content oriented not medium oriented -> newspapers deliver information not ink on paper Psychological Convergence o Change perceptions about barriers that are now eliminated o Interactivity means we are multitasking i.e. on social media watching TV all at once. The Media Game of Economics The players Consumers o About 300+mil people in US/ 6+bil in world o Consumption as power MSCH-C 213 Week Three Boycott business Advertisers o Attract most people for smallest amount of money o Target audiences / niche audiences Focus on specific audience American Idol -> 35 mil views at peak, broad audience Breaking Bad -> 2-6 mil, 20-40yrs white men Media Employees o Below-the-line employees Behind the scenes o Above-the-line employees Know to public/the talent o Cultural/financial tensions o Above-the-line Power of audience draw is more important than talent Reality TV and Internet underscore this fact o All competing to reduce cost and maximize gain o Media Industry employees Tend to be young white males Growing number of women in news and advertising Few racial minorities in media as whole How does this shape content? Shapes how talk about race/women Media Companies o Compete for talent/audience/advertising money o Few large conglomerates control most of market Comcast is the largest after merge with NBC 6 main conglomerates st Comcast/The Walt Disney Company/21 Century Fox/TimeWarner/Viacom/CBS Characteristics of the Game Importance of valuing resources o Who values recourses for a living Managers, casting, directors, writers, etc Indirect as we as direct support o Fees and subscriptions vs. watching advertising Complex interdependency among players o Dynamic/interrelated o Competing interests but different audience market Nature of Competition MSCH-C 213 Week Three o Monopolistic competition o Competition of content or image? Advertising as Engine o We buy everything so everything can be advertised