challenges and changes in the media and communication

"the stone age did not end because of lack of stones,it ended because there was new and better technology available" and today's new technologies has driven us into a new age dubbed the new wave.

according to recent survey:
- although crime,disaster,and sport is still " sells"
- but education,lifestyle and health in becoming "in"
- politics and business is "losing"
- media is starting to "look n listen" to the new age audience


old way
-information age
-media owners in control
-advertising to mass audience
-one size fits all products
-publish once and distribute one way
-content is king
-commoditized content
-marketing focus on
-awareness and consideration
-convenience is good

new way
-participation age
-media consumers in control
-advertising to targeted audience
-customizable products
-publish once and distribute many ways
-content is king
-differentated content
-marketing focus on preference,purchase and retention (cost per lead,cos per click)
-convenience is essential