"While multiple program sources -- cable, home video -- make it unlikely that these systems will move toward "mass audience programming" it is the case that the face of broadcasting is changing in these contexts" (Narrowcasting, 2012).
Digital signage networks for narrowcast advertising are becoming part of the mainstream and not some sort of on the edge experimental medium reserved for the daring and advanced. Rather than being seen as a risk in the eyes of media buyers, they are becoming a vital communications path for marketers and advertisers wishing to sway consumer spending decisions at the point of purchase. It isn't particularly surprising that narrowcast digital signage networks are entering the mainstream. Advertising buyers and marketers are witnessing a radical transformation of an advertising mainstay like television to the new and exciting world of narrowcasting. "Once a medium they thoroughly knew and understood, TV is moving away from a controllable, definable advertising proposition to one that's putting viewers in greater control of what they watch and when -most notably for this discussion, commercials" (Little, 2007).
There has been a lot written about the future of broadcasting vs. narrowcasting. In the past, TV, radio, newspapers and books were profitable by reaching the largest possible audience. One can see the impact of the Internet on traditional broadcasting by looking at the exploding number of web sites designed to add value to television shows. Newspapers are expected to offer online editions. Radio profits will explode when an available audience is no longer limited by geographic proximity. Wall Street is excited by the recently proposed...
Thirdly, the growing up-to-the-minute exposure of the journalists to the physicality of the war detracted from the big picture and instead exaggerated the importance of singular happenings and specific events. It is in the loss of the big picture that the Bush regime is most able to capitalize on its military's control of the press. While in the 1990s, the President's father struggled with "pooled" journalists and the lack of
Com industry crash after the boom This is a paper examining some of the factors that caused the dot-com crash Many believe the root cause of the dot-com crash was over valuation of stock prices relative to the actual underlying value of the companies themselves. Stocks of Internet companies traded at Price-Earning ratios of higher then 30, buoyed by a speculative bubble. When reality set in for investors many realized that
Syndication, the power of networks like CBS and Viacom to relinquish and maintain their lesser competition like UPN through hackneyed reruns, was officially undercut by the age of in the internet, which saw middle school and college-age music junkies successfully distribute media for free online, en masse. The network era of the 1960s and 70s was one of the rerun empire, but the cyclical liberty provided by a wired audience
Today the outbound telephone marketing industry has given political campaigns the ability to reach out to a large group of targeted voters in a quick and quiet way, just below the radar. This notion went way beyond the small volunteer call centers that have existed for over forty years. It was essential for the technology to be in place and widely utilized. Political campaigns could not have put into production
The concept of dividing a mass market into homogeneous segments and targeting one or more with a distinct product offering and unique marketing communication is a fundamental precept of marketing theory. Market segmentation recognizes that different customer groups have different wants and needs that justify the development and offering of different products and services. The process of segmentation theoretically results in a much better understanding of users' needs, their
Returning to the Churchill quote, we note that the Democratic Party, the relative left wing of today's political world, does contain the majority of the young vote in America. It is also the case that many members of the labor class and the majority of minority citizens also make up the Democratic Party. Conversely, Republicans tend to be an older, wealthier, and whiter than Democrats. The Republicans swept the 2002 election and left our George W.
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