Utilize this guide to help you understand the key points of our Audience & Value proposition
This webpage is designed as a cheat-sheet to help you walk throuh our audience and value proposition and become comfortable with the major themes, critical talking points and ideas.
Let’s get started.
How we got here: a brief history of the changing media landscape
CIRCA 1920
100 years ago… newspaper was the only viable option for local information.
In the 1920’s, newspapers dominated the media consumption of local, regional, national and worldwide news. Print was the only viable media format to choose from as radio was still in it’s infancy. The print centric demand created a fierce, competitive market between newspapers of the day. If you could read, you were reading a daily (sometimes twice daily) newspaper.
NEWSPAPERS HAD AN ADVERTISING MONOPOLY
NEWSPAPERS HAD 100% NEWS MEDIA SHARE
MOST CITIES HAD MULTIPLE DAILY NEWSPAPERS
IT WAS THE PREEMINENT SHOPPING MEDIUM
VIDEO TRAINING:
It started in 1883, the beginning of the advertising marketplace in media.
PLAY VIDEO (1 MINUTE)In the next 50 years, the media landscape will change dramatically with the advent of radio and television.
CIRCA 1970
50 years ago… broadcast audiences were becoming fractured between tv and radio.
By the 1930s, there were over 600 radio stations in the US, but in less than 20 years the format overshadowed by television as the favorite way to spend time with broadcast media. Fast forward to 1970, and broadcast audiences began to fracture further with more choices. Broadcast sellers begin to sell using the GRP/TRP media model.
THERE WERE ONLY 3 MAJOR TV NETWORKS
6 TO 20 LOCAL BROADCAST RADIO STATIONS
BROADCAST SALES REPS BEGIN SELLING USING GRP/TRP
Learn about GRP/TRPNEWSPAPER REVENUE HAD DOUBLED SINCE 1950
VIDEO TRAINING:
New technologies in broadcast media fragment audiences. GRP and TRP is invented to level the playing field.
WATCH VIDEO (2 MINUTES)Over the next 25 years, the media revolution continues with cable TV, satellite, affordable personal computing, and the “internet”.
CIRCA 1995
25 years ago… there was thing invented called the “Internet”.
By the late 1980s and early 1990s, cable and satellite television split broadcast audiences further into hundreds of channels. As audience sizes dwindle in local broadcast and fragment in cable channels, sales reps begin selling “Share” of local and cable broadcasts to redirect the focus from lost reach. In the mid 1990s, Apple launches the Imac computer to help bring the “internet” to mainstream audiences by making it easy to connect online.
CABLE AND SATELLITE SPLINTERS TV AUDIENCES ACROSS HUNDREDS OF CHANNELS
BROADCAST SELLERS SELL “SHARE” AS A METHOD OF CIRCUMVENITNG THEIR FRAGMENTION PROBLEM
THE “INTERNET” COMES ONLINE WITH AOL, YAHOO AND GOOGLE.
NEWSPAPERS CONTINUE TO DOMINATE AD BUDGETS, START SELLING FREQUENCY
VIDEO TRAINING:
With the advent of cable and satellite TV, broadcast audiences are now split into hundreds of subsets.
WATCH VIDEO (2 MINUTES)In just 15 years, high speed internet, mobile computing and social media disrupt all media channels, but none more than television.
CIRCA 2010
10 years ago… broadcast hemorrhages audience to high speed internet, mobile devices and video.
With high speed internet now available to most households, new devices such as smartphones and tablet computers begin to make new methods of media consumption available. Video begins to gain populatiry as a format online with YouTube. Social media begins to accumlate audiences with sites like Facebook and Linkedin.
SMARTPHONES AND TABLETS CHANGE HOW MEDIA IS CONSUMED THROUGH COMPUTERS
THE “INTERNET” BEGINS TO GARNER MORE SHARE OF ADVERTISING DOLLARS THROUGH ONE MILLION CHANNELS
NEWSPAPERS INVEST HEAVILY IN PROMOTING THEIR “ONLINE” WEBSITES AND ATTRACT NEW AUDIENCES
SOCIAL NETWORKING BEGINS TO DISRUPT ONLINE MEDIA HABITS AND BEHAVIORS
VIDEO TRAINING:
Now, people are talking about “The Internet”. But, what is it exactly?
WATCH VIDEO (4 MINUTES)In the last 10 years, Streaming services such as Netflix, Hulu and Pandora fragment television and radio broadcast audiences even further.
CIRCA 2020
Today, traditional broadcast television and radio is “dead”.
TV and radio are “dead”, but news and media consumption are on the rise. New formats such as streaming radio and television have fractured broadcast audiences into billions of subsets. Yet, local newspapers continue to dominate audience reach through industry-leading websites and core print readership.