The Marketing & Distribution Strategies...

The Marketing & Distribution Strategies for Mass Media in relation with Public Relations & Communication.


1. The contemporary situation of the Media: (To state the rewards & drawbacks)
• Traditional media races digital media. The Era of digital media. 
Facts: As players contemplate the obstacles, along with the new gadgets and applications that are opening up entirely new vistas, there are also elements of familiarity that provide some sense of grounding. Not the least among them is the very real likelihood that they will face a payment model that resembles that of that ancient form of media - television. The more you pay, the less likelihood of advertisements, and the hotter the content provided.
- Digital media introduces the Podcasts
- Analysis: M.N Subjective Role: Personal practice
Digital content delivery, content protection, intellectual property rights and distribution management, and a secure, attractive operation mechanism are the main challenges in today's digital market.


2. Globalization and it’s radical affect on the local media 
• The beginning of voice delivery and being used as a vital communication tool.
1- Indispensability of communicative mediums.
2- The transformation of a news delivery to news pollution: Clutter of news, information, advertising, and publications; chaotic management of effective delivery to the audience “Too much is heard & seen, little is apprehended the way it should”.


Existence of a Necessity and Extinction of Convenience:
- The need for day to day global media and news, and the demand for a fast paced updating. This created the thirst for information yet it is inconvenient from the muddled distribution.
- Solution would be creating utmost convenience by delivering to the consumer in an opportune uncomplicated format.


‘Pulling’ a necessity after creating a ‘Push’:
- Although online newsletters & publications are available, nonetheless hardcopies are fundamental. 
- New media generation sets out for innovation and digital assistance for the media, aiming to facilitate information delivery and thriving for convenience.


The Strategies of The Modern Management of Media Institutions:
- Should resort to the digital media as a platform and not undermining its high efficiency. Not to race the digital media by high exposure and cluttered media however by dispensing eye-catching and shrewd means for media distribution and selection.
A key to success in the new era of digital media revolves around advertising and the opportunity to attract new revenues. Video-based services on broadband and interactive digital TV networks are also becoming a whole new area for advertising opportunities. Personalized media and one-to-one communication will be the predominant mode on the Digital Media.
- New models will need to be developed to succeed in this highly competitive and highly customer centric market. 
- To tap on the impact of Digital Media upon traditional and emerging media platforms, with a focus on Internet advertising.


Additional Required Analytical Points: 
In the digital media era the traditional media companies have made quantum leaps in comparison to the telcos in terms of advertising and marketing. While the Internet companies (Google) have clearly been the leaders to date, media companies are now making great progress. New advertising models, permission-based marketing and premium sales activities are being used to attract people to events and services. New video applications are also emerging as the Internet media companies seek to exploit the added speed and capacity of broadband infrastructure.
To date, traditional ad agencies have been accustomed to mass media advertising, with its one-way flow of communication. Digital adverting however will be led by the consumers; they will more or less have full control of the information that they wish to receive and the format will look nothing like traditional advertising. It will be highly personal and highly interactive. Mass advertising will not disappear. There are still good reasons for it to continue, but over time its role will be eroded. The trend will be the democratization of advertising, necessitated by changing consumer behavior in favor of the digital media.


Key Highlights
- The biggest growth in advertising for the next ten years will come from digital media and this will most certainly involve massive changes for the traditional ad agencies. 
- It is expected that by 2015, 65% of all New Media revenues will be based on permission-based marketing. 
- The online advertising market stalled during the dotcom era, but a significant recovery began in 2003 and today online advertising is flourishing with over $100 billion to be spent worldwide in 2010. 
- A reflection of the growing digital advertising market has been the growth in Internet advertising across Europe, which is taking an increasing share of total advertising spend. 
- Four of the major Internet media companies in the US capture over 60% of US online advertising revenues.