What it would be like to build a system for publishing magazines on mobile devices
Magazines, milennials and mobile
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Transcript of Magazines, milennials and mobile
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TO HAVE AND TO HOLD
Millennials, Magazines and Mobile
AEJMC 2012Elizabeth Hendrickson, PhD
School of Journalism and Electronic MediaThe University of Tennessee - [email protected]
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Definition of MILLENNIAL
• Millennial generation refers to those born in or after 1980.
• Other names for this demo: Generation Y, Nexters and the Nexus Generation.
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ATTITUDES about TECHNOLOGY
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INTERNET and CELL differences
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LANDLINES are for squares
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A DAY in the LIFE of a TECH USER
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How Millennials connect to INTERNET
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DEMOGRAPHIC DIFFERENCES in Millennials’ wireless connectivity
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Who uses SOCIAL MEDIA
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SOCIAL NETWORKING among Millennials
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TWITTER use
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SOCIAL MEDIA TOOLS THAT ALIGN WITH THIS DEMOGRAPHIC
• FACEBOOK PAGE• TWITTER• PINTEREST• FOURSQUARE
MOST IMPORTANT CONCEPT: SOCIAL SHARING
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MAGAZINE BRANDS
PLATFORMS MOST PRIMED
FOR SOCIAL MEDIA TOOLS:
• ONLINE CONTENT
• SPECIAL APPS
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MAGAZINE BRANDS
PLATFORMS LESS EFFICIENT FOR SOCIAL MEDIA TOOLS
• TABLET
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With this in mind…
EXAMPLES OF HOW MAGAZINE BRANDS
SERVING THE MILLENIAL DEMOGRAPHIC
INTEGRATE SOCIAL MEDIA
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GAME INFORMER MAGAZINE: #4 MPA CIRCULATION
*Key: Direct communication channels with tech-savvy audience
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COSMOPOLITAN: #15 MPA CIRCULATION*Key: Opportunities to further interact (and invest) with brand
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MAXIM: #19 MPA CIRCULATION*Key: Digital brand extensions that use social sharing tools.
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SEVENTEEN: #33 MPA CIRCULATION*Key: Legacy brand “Network” digital extensions that expand reach
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SIMILARITIES
• These leading legacy platforms (print) are navigating shifts in audience wants and needs by both increasing digital brand extensions and increasing opportunities to interact and identify with brand.
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HOPES AND DREAMS
Social media = Interaction
Interaction = Identification
Identification = Loyalty
Loyalty = Hard to come by these days