laura clark: audience: nothing has changed

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Audiences: Nothing Has ChangedLaura Clark, Frank N. Magid Associates, April 2014

2

Magid’s Experience Informs Its Approach

Magid identifies business solutions through a combination of consumer insight, operational experience, and perspective that translates to results. Our service teams have developed strong points of view through real world experience and scores of engagements across many verticals.

Sports• Teams,

leagues, media

distribution strategies

Internet• Established

players, startups, cross-platform

integration

Mobile• Technology, sales

and advertising strategies, content

Traditional Media

• Broadcast, network, cable, distribution

• Newspaper, magazine• Transitional strategies

Private Equity • Asset

valuation• Investment

strategies

Consumer Brands

• CPG, food and beverage, C-

store, retail, travel

Gaming• Console,

casual online, MMO,

mobile gaming

3

The Audience Is Changing

Meet The “Plurals”

Millennials Aren’t Kids Anymore

4

Millennials Have Taken Over the 18-49 DemoMagid Generational Strategies Millennial Life Stage Segmentation®

0%

20%

40%

60%

80%

100%

43

20

914 14Teens ~12 m, Average

age: 17(in high school)

College ~12 m, Average age: 23

(in any college)

In Flux ~8 m, Average age: 25

(Not working or married, no kids)

Stable ~17 m, Average age: 28

(Working, no kids)

Parent ~37 m, Average age: 30

(Child under 18 in the home)Millennials

(Ages 17-36)

87 million; 27% of U.S. pop

5

News Consumption Is Changing

Every Generation’s Consumers are:

• Less Loyal• Use more platforms• Mixing multiple brands• Trust the media less• They don’t make a point to find news

because so much of it finds them.• The good news: They believe they spend

more time with news and information.

6

A Credibility Crisis Is On The HorizonOnly Millennials rank social and mobile platforms higher on credibility than other age groups

How credible is each of the following platforms as a news source?

18-24 25-34 35-44 45-54 55-640%

10%

20%

30%

40%

50%

60%

70%

80%

TV News-castOnlineNewspaperSmartphone

7

The Pace of Change Is ChangingPercent of US Households

Source: http://sufiy.blogspot.com/2010/05/electric-cars-adoption-rate-washing.html (IBM, NY TIMES MAGAZINE)

8

They Realize News Will Become More Important

Please indicate how much you agree or disagree with each of the following statements: News will become more important to me in the future.

63%18-34s agree that news will become more important to them in the future

9

What Can Get Millennials To Watch More News?Infrequent local TV news viewers say more relevant content would increase their viewership

For you, personally, please indicate how likely each of the statements below are to make you watch more television news.

Stories that are more relevant to

me

0%

20%

40%

60%

37

49

43 43

38

32

Livelier, fast-pace, entertaining

newscast

35-44

25-34

18-24

10

Platforms Change But The Mission Doesn’t

Laura ClarkSenior Vice Presidentlclark@magid.com

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Are We Evolving Our News Operations To Deliver?

Gathering

Producing

Presenting

Budget % Today

Ideal Budget

Distribution