A parallel media world

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A parallel media world
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An integrated world
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Use of media, average week day
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Use of media, average weekend
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Shopping on the Internet
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Conclusions and recommendations
Audience Use Grow new users by marketing via
e-mail and Web-search sites Market against TV
sites -- theyre powerful competitors Online
Interests Build content and promote your sites as
personal-interest/hobby resource Lead categories
Travel, shopping, entertainment (music, dining)
cooking Online Newspaper Use Grow bookmark rate
and build homepage rate with pointed
campaign Freshness is key to continue growing
several-times-per-day use Advertising Take
Radios Money Radio is strong but lacks Webs
workday reach resonance Capitalize on Webs
role in influencing shopping decisions Push
fiber/cyber No medium can beat a
newspaper/online combination ad buy
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More recommendations
Dayparting Content News Rules News dominates
daytime dayparts, especially breaking news Play
Ball Increase attention to sports offbeat news
in afternoon Entertain Us Highlight ET
functionality in PM Movie times, dining guide,
maps Interactivity Downloading music, games
chat are key to growing PM user base Dayparting
Advertising Leverage Reach Web is more powerful
than all media during daytime Get Competitive
Web is only medium to battle TV in primetime Go
with the Flow Branding medium by day, shopping
utility by night Claim it Youre the best source
for local shopping thats the nights killer
app Dayparting Design Mix it up Shift design to
match temporal attitudes desires How Morning
News Afternoon Entertainment Evening
Shopping Plan it Create a strategy and schedule
to launch daypart programming Promote it Let
your users know youre reacting to their needs
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Making 2 plus 2 . . .
9
. . . equal 5