TO HAVE AND TO HOLDMillennials, Magazines and Mobile                                             AEJMC 2012               ...
Definition of MILLENNIAL• Millennial generation refers to those born in  or after 1980.• Other names for this demo: Genera...
ATTITUDES about TECHNOLOGY
INTERNET and CELL differences
LANDLINES are for squares
A DAY in the LIFE of a TECH USER
How Millennials connect to INTERNET
DEMOGRAPHIC DIFFERENCES inMillennials’ wireless connectivity
Who uses SOCIAL MEDIA
SOCIAL NETWORKING among Millennials
TWITTER use
SOCIAL MEDIA TOOLS THAT ALIGN   WITH THIS DEMOGRAPHIC       • FACEBOOK PAGE           • TWITTER          • PINTEREST      ...
MAGAZINE BRANDSPLATFORMS MOST PRIMEDFOR SOCIAL MEDIA TOOLS:  • ONLINE CONTENT    • SPECIAL APPS
MAGAZINE BRANDSPLATFORMS LESS EFFICIENT FOR SOCIAL MEDIA TOOLS        • PRINT       • TABLET
With this in mind…EXAMPLES OF HOW MAGAZINE BRANDSSERVING THE MILLENIAL DEMOGRAPHIC     INTEGRATE SOCIAL MEDIA
GAME INFORMER MAGAZINE: #4 MPA CIRCULATION*Key: Direct communication channels with tech-savvy audience
COSMOPOLITAN: #15 MPA CIRCULATION*Key: Opportunities to further interact (and invest) with brand
MAXIM: #19 MPA CIRCULATION*Key: Digital brand extensions that use social sharing tools.
SEVENTEEN: #33 MPA CIRCULATION*Key: Legacy brand “Network” digital extensions that expand reach
SIMILARITIES• These leading legacy platforms (print) are  navigating shifts in audience wants and  needs by both increasin...
HOPES AND DREAMS   Social media = Interaction   Interaction = Identification     Identification = LoyaltyLoyalty = Hard to...
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Magazines, milennials and mobile

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Please note: Data citation is from Pew Research Center: http://pewinternet.org/topics/Teens.aspx?typeFilter=5, also: http://www.slideshare.net/search/slideshow?searchfrom=header&q=PEW+Research.

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Magazines, milennials and mobile

  1. 1. TO HAVE AND TO HOLDMillennials, Magazines and Mobile AEJMC 2012 Elizabeth Hendrickson, PhD School of Journalism and Electronic Media The University of Tennessee -
  2. 2. Definition of MILLENNIAL• Millennial generation refers to those born in or after 1980.• Other names for this demo: Generation Y, Nexters and the Nexus Generation.
  3. 3. ATTITUDES about TECHNOLOGY
  4. 4. INTERNET and CELL differences
  5. 5. LANDLINES are for squares
  6. 6. A DAY in the LIFE of a TECH USER
  7. 7. How Millennials connect to INTERNET
  8. 8. DEMOGRAPHIC DIFFERENCES inMillennials’ wireless connectivity
  9. 9. Who uses SOCIAL MEDIA
  10. 10. SOCIAL NETWORKING among Millennials
  11. 11. TWITTER use
  12. 12. SOCIAL MEDIA TOOLS THAT ALIGN WITH THIS DEMOGRAPHIC • FACEBOOK PAGE • TWITTER • PINTEREST • FOURSQUARE MOST IMPORTANT CONCEPT: SOCIAL SHARING
  13. 13. MAGAZINE BRANDSPLATFORMS MOST PRIMEDFOR SOCIAL MEDIA TOOLS: • ONLINE CONTENT • SPECIAL APPS
  14. 14. MAGAZINE BRANDSPLATFORMS LESS EFFICIENT FOR SOCIAL MEDIA TOOLS • PRINT • TABLET
  15. 15. With this in mind…EXAMPLES OF HOW MAGAZINE BRANDSSERVING THE MILLENIAL DEMOGRAPHIC INTEGRATE SOCIAL MEDIA
  16. 16. GAME INFORMER MAGAZINE: #4 MPA CIRCULATION*Key: Direct communication channels with tech-savvy audience
  17. 17. COSMOPOLITAN: #15 MPA CIRCULATION*Key: Opportunities to further interact (and invest) with brand
  18. 18. MAXIM: #19 MPA CIRCULATION*Key: Digital brand extensions that use social sharing tools.
  19. 19. SEVENTEEN: #33 MPA CIRCULATION*Key: Legacy brand “Network” digital extensions that expand reach
  20. 20. SIMILARITIES• These leading legacy platforms (print) are navigating shifts in audience wants and needs by both increasing digital brand extensions and increasing opportunities to interact and identify with brand.
  21. 21. HOPES AND DREAMS Social media = Interaction Interaction = Identification Identification = LoyaltyLoyalty = Hard to come by these days

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