target auidences

How important is the targeting and satisfying of customer needs by institutions within a media industry you have studied? - mention that i have study newspaper industry 


Introduction

• that we have study newspaper we looked at the guardian and daily mail- owned by scott trust and DMGT...

• briefly mention issues 

• indicate direction (is targeting important? or not)-these newspapers target different people , what they mean- regarding age, gender, social, grading, political persuading 

Target audience overview 

• different target audience of the Dm and G

• gender- more females than male readers DM, the guardian is male

• age- DM has older, G younger 

• socio-economic- the majority are ABC1- but there are more AB for guardian 

• political spectrum- DM-Right winged, Guardian is Left winged

• psychographics- G- like new thing they describe their audience as progressive(explore) forward looking, like new technologies. 60% of their audience are progressive 

Explore guardian

• What examples can you find for target audience 

Explore daily mail

• on the website has a tab called 'femail' and 'fashion finder' yet there is still a 'sport' tab stereotypical 

• find examples from the 'sidebar of shame' stereotypical could argue that this is unfair , how can the daily mail shame women yet there target audience is women - could make women feel better about themselves - women take on trends and gossip easier 

• attempts to shame example

• targeting older people when it comes to things that are happening or things that can make them fear for their lives such as, cancer and bombing diseases

Explore others

• the new day

• i newspaper

• how the target different target audiences 

Conclude 

• what have you proved 

• who is better at targeting

• talk about how you prefer the daily mail rather than the daily mail- structure of the website 

Targetting

Targeting

methods of targeting are:

Age

• average age of daily mail reader is 58
•   the guardian reader is 44- tend to attract younger audience than the daily mail

• only 14% daily mail's audience are young
• only 28% guardian readers are young 
• targeting certain types of the younger audience 

Gender

• guardian 56% male and 44%female 
• daily mail is the only newspaper in the u.k that has higher female readership
• 53% female and 47%male 

socio-economic status: social grading- demographics - different personality types 

A: are 100k a year heads of businesses 
B :lawyers, doctors, managers but not CEOs of business 
C1: professionals teachers middle management might look after a small group of people
C2:often in the types of jobs you don't need a degree shop workers 
D : working with their hands labours
E : unemployed 

• Guardian ABC1 86%- in the top half of the category 59% are AB well off most of the time will be more richer 
• AB 59%
• Daily mail ABC1 64%  AB 33%
• might change the types of language because they are well educated 

Psychographics

• the guardian: claim they target a progressive audience - they embrace change and technology 
• Daily mail : the audience don't embrace change in the same - audience are the main streamer 
• daily mail readers are intorllant - dont put up with people
• Guardian 

The Exam

45 minutes for audience and institution maximum of 50 marks

past exam question- discuss the issues raised by the media ownership in the production and exchange of media texts in your chosen media area

How to structure

Introduction

•  explain cases studies , briefly mention issues 1/4 of page (6/7)lines.

•  indicate direction big issues big/ important or not newspaper industry G&DM - 

• guardian scott trust - daily mail general trust 

• they are different types of companies with different values, target audience , biased content(based on value judgement) different political ideologies
  - why's it an advantage if they are cross media coverage they can create synergy to make more money and power

 What issues 

• Political ideologies 

• business objectives - DMGT- profit is their primary motive STL- want to keep the guardian running, to be independent to give the right kind of news out

• does it matter who owns media- political biased - will they be truthful if it hurts their business 

• explain cross media convergence- who owns what - this can now help companies create synergies (to work together) 

• 1/2 page (5 minutes of writing)

 Explore the guardian 

• what 5 examples  (20 MARKS)  do you have of ideology effectively content 

• how do the scott trust limited use cross convergence to create synergies 

• left wing political party- equal rights , high taxes , big government ,education system

• they might use their newspaper to promote there dating website 

• they write a lot of stories about relationships it gets people to think about dating 

• the will promote the observer because the scott trust owns both  

•  the guardian tends to support equal rights for homosexuality this supports there left winged ideology 

 Explore the daily mail

• examples do you have of ideology effecting content?

Explore others

• lebedevs - own london live tv  evening standard- newspaper

• news uk

• 1/2  page 

Conclude 

• what have you proved? are the issues big? should anything be done about it?

• 5 minutes

• ways companies explore ownerships on stories and the way the spend there money - cross media convergences 

• i have now proved this... opinions - do you believe the government should step in each organisation should be only allowed one newspaper 

• mention the fact the independent newspaper has shut down- no hope passing phase 

• or the new day had just launched - about a sentence long- that there is still hope for the newspaper industry 

digital natives vs. digital immigrants

Marc Prensky influential article

digital immigrants- the idea that people born pre 1980 were immigrants into the world of the internet- the internet did not exist when they were growing up

digital natives -it thought that natives do not have the same emotional attachment to traditional media and may have a tendency to turn to digital media as a reflect 

techno-sceptics

• the death of professional media will lead to loss of quality 
• online social interaction is a poor substitute or real interaction
• social inequalities are amplified rather than reduced 

techno-utopian - ideal world

• prosumer(producer-writing comments + consumer using media products) audiences(e.g. citizen journalist make better content)
• the internet allows us to connect and share on a global scale 
• now anyone can make it without access to expensive resources 

technological convergences

Technological Convergences

Technological Convergences 

technological convergences- to do with technologies- how devices are converged so you can consume multiple media on one devices 

• audiences 
• technology 
• refers to how devices we might have a converged to something on one devices

cross convergence- to do with ownership (conglomerates owning different types of media companies) 

Does this make any differences when reading the news 

•  the thought of it being personal or not 
• when it's on print there is less distraction 

digital storytelling- a new way of telling news stories- both newspapers website use varying amounts of images and videos to illustrate the news

•  a strong example of this is a article in 2013 called firestorm

henry jenkins- the cultural logic if media convergence