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MSCH-C 213 Week Three

by: Abigail Billing

MSCH-C 213 Week Three MSCH-C 213

Abigail Billing
GPA 3.4

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About this Document

These notes are over what was covered in week three lectures; Mass Media Industry/Economics.
Intro to Media and Society
Suzannah Comfort
Class Notes
Media and Society, Media
25 ?




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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


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