Post on 02-Nov-2014
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Chicago New Media Summit 2008
Beyond Publishing:Legacy Ethnic Publishers Face the FutureHow Culture Impacts the Use of New Media
The Johnson Publishing Story
Launched in 1940s by John H. Johnson as Negro Digest
Evolved into Ebony in 1945. Launch of JET in
1951.
Solidified its place in history with publishing of
Emmett Till photos.
Chronicled Black Culture and Black Progress with an Emphasis on Community Role Models -
National and Local
Became and Remains a Fixture in Black Households
Most families have a personal history with the brands/15 Minutes of Fame
Affirmation of Identity/Recognition of Existence and Achievement
For half its history, the only publications of their type/Nine separate publications at peak
Opened up the national ad market to Black-focused media
Expansion:
CosmeticsHair Care
BooksTelevision
RadioBook & Music Clubs
How Do You Translate a Historic Community Connection to a
New Generation of People and Platforms?
How Does Race & Culture Impact a Digital Strategy?
In a global media landscape, is “ethnic media” still viable?
With the opportunity to see a world of information, will audiences to seek out a
singular cultural interest?
A: Race is Culture. Affinity/Cultural Expression/Shared Interest. No Different than Gender.
In what some perceive as a “post-racial” world isn’t ethnic media inherently divisive?
Questions:
The Move to Expand to Under-Served Audiences
-Viacom/ BET/ VH1 Soul
-Time Warner/ Essence/AOL Black Voices
-Comcast/Radio One/TV One/Black Planet
-IAC/Rushmore Drive
- Washington Post Co./The Root
New Media Measurement Affirms that People of Color Are not Monolithic.
Within One Culture, Many Sub-Cultures, Many Approaches
- The “Afrosphere”: 9500 Nominations for Black Blogger Awards
Legacy Magazine Challenges
-The Glossy Experience/Greater Perception of Cannabilization Threat
-Subscribers Use Web to Manage Subscriptions/Users Tend to be New and May Have Little Connection to the Brand
-Long-lead Production is Counter to the Web
-Many assets undigitized
-Rights Complications
-Maintaining the Brand within the Context of a New Medium/A Fixed Demo is a Core Value of Magazines/What Happens when Other People Come?
-Not all Print Ad Categories Have Moved to Online
A Bigger Challenge: The Globalization of Black Culture has Dramatically Changed
the Competitive Landscape
Approach & Opportunities:
Leap over boundaries and subscriber expectations
Take the Risks You Can’t Take in Print - Expand the Vision
Measure Past Assumptions and Make Adjustments
Expand and ReShape the Audience
Use new audiences to broader corporate advantage
“Re-Contextualize”
AssetsSee the Modern
Meaningin Legacy Content
and Re-examine Impact on Today’s Society
Establish New Talent
Drill Deeper into the Community for
Content - Nationally and Globally
Results
Web Demo is Younger, More Educated, Gender-Balanced, Less
BlackDesign, Tone, Approach Attracts Web-Only
Advertisers.
Web Has Established its Own Value from Print
Product.Attracted Unique Partnerships: You Tube/VH-
1/Legacy.com/Chicago Public Radio/PBS
Reduced Risk for Consumer Goods Divisions
Digital helps lay the foundation for expansion into other media and consumer products by shaping and building audience demand and reshaping the perception of
the brand.
Use Brand Trust as a Platform
Establish Greater Authority in Categories
that can Become Brands
Sub-Divide Assets byBrand Potential
Digital Tools Can Change Their Relevance because of Culture
Cultural Context Can Shape the Utility and Function of the Tools.
Black Cultural Landmarks Map
Translate the Core Missioninto Tools
Black Spending Tracker
-Digital Media has trained consumers to expect and demand frequent change. So change.
-Digital businesses should have stand-alone proposition
-Digital platforms are more than a way to transfer assets. More valuable as a means to transform the broader business model and focus on “BRAND”
-Don’t just rerun, “Re-Contextualize”
-Culture shifts the approach and nature and utility of tools,
-When barriers fall, audiences change and opportunities open
LESSONS
Thank You!