Media technologies....who's audience

"The way new media technologies are providing audiences with content has changed the way the end user now has unprecedented control over the media it consumes. There are four types of media technologies that I looked at, Broadcast TV, Radio, Internet and social media platforms. Each is unique how it can reach an audience. "

  The Web becomes Social: The two that have had the most influence in recent times are the internet and Social media. Social Media is the use of twitter, blogs, and face book. These platforms are for the user who wants their content on the go or instant. Even though we associate the social media web with younger audience you can also reach older audiences. In a social realm you can direct your message to social media sites that have a certain type follower. If you were to target older retiree’s you may want to engage sites like AARP or bloggers that cover senior issues or health etc. Author Philip Napoli described this growth as, “User generated content now competes with traditional media content for new technologies such as hand-held devices and interactive television services build upon established technologies, providing ever-expanding means by which content can reach audiences. At the same time, within many of these distribution platforms the capacity for providing more choices continues to expand dramatically”(Napoli, 2010) The internet also has changed due to the mass use of hand held devices as I pads, IPhones, and other mobile devices. This has created user-generated content that can spread an audience out to the individual.

    Broadcast Media or TV: They still has some relevance on reaching an audience. Neilson data in 2008 revealed that TV viewership was still high. People will also us TV to be informed or entertained. The demographic of what audience watches what is where you can target an audience. In a TV example if you wanted to target men age 18 to 34 according to Entertainment Weekly that demographic is watching shows like “Men 18-34: Family Guy (Fox, 2 million), American Idol Wednesday (Fox, 1.8 million), The Simpsons (Fox, 1.7 million), The Office (NBC, 1.6 million), and American Idol Thursday (Fox, 1.5 million).” (Rice, L 2012) Broadcast television is also a major way to use advertising to inform audiences. If you products market was to reach a young male one can see why buying space in those shows time frame would be beneficial.

    Who tunes in to Radio: Radio stations target audiences with specific demographics; they reach more of a general population in its broadcasting. Since radio listeners listen for short times messaging would need to be quick and concise.  One on radio’s biggest reach is in the drive times, morning and afternoon.  In example political talk shows general have a set audience; this can be working class adults who would be more apt to listen at that time. “Radio can give even small companies low-cost marketing that reaches a general demographic group, such as working, educated adults on political talk radio.” (Norman, 2004) On the other hand a morning show on a hip hop station would reach a completely different audience.

Napoli, P (2010)  Audience Evolution - New Technologies and the Transformation of Media Audiences. Retrieved from http://site.ebrary.com/lib/ashford/Doc?id=10471997&ppg=130

Norman, J (2004) What No One Ever Tells You about Marketing Your Own Business : Real-Life Advice from 101 Successful Entrepreneurs. Retrieved fromhttp://site.ebrary.com/lib/ashford/Doc?id=10057390&ppg=181

Rice, L (2012) Ratings alert: What you're watching if you're 11, 50 or 34 years old (the results may surprise you! Retrieved on line from InsideTV.com
http://insidetv.ew.com/2011/03/15/ratings-by-age/