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Laura Clark: Audience: Nothing has changed

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Laura Clark

Senior VP, Frank N. Magid Associates

Laura Clark is senior vice president and leader of Magid's local media business. Her work includes coordination of the company's strategic partnerships with several media industry leaders. She is working with corporate and station leaders to determine the best strategy and resource deployment for success on multiple media platforms in the future. She is also a member of Magid's Millennial Strategy Group® team, providing strategic guidance to clients ranging from media companies to retailers. Clark is a senior member of Magid's strategic planning practice and is a frequent presenter at industry and client conferences across the country. She and members of the team provide due diligence to a wide range of clientele from private equity to strategic partners.

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Laura Clark: Audience: Nothing has changed

  1. 1. CONFIDENTIAL AND PROPRIETARY © 2014 by Frank N. Magid Associates, Inc. Any duplication, reproduction or usage of this document or any portion thereof without the written consent of the firm is prohibited. Audiences: Nothing Has Changed Laura Clark, Frank N. Magid Associates, April 2014
  2. 2. 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. 3. 3 The Audience Is Changing Meet The “Plurals” Millennials Aren’t Kids Anymore
  4. 4. 4 Millennials Have Taken Over the 18-49 Demo Magid Generational Strategies Millennial Life Stage Segmentation® 43 20 9 14 14 0% 20% 40% 60% 80% 100% Teens ~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. 5. 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. 6. 6 A Credibility Crisis Is On The Horizon Only 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? 0% 10% 20% 30% 40% 50% 60% 70% 80% 18-24 25-34 35-44 45-54 55-64 TV Newscast Online Newspaper Smartphone
  7. 7. 7 The Pace of Change Is Changing Percent of US Households Source: http://sufiy.blogspot.com/2010/05/electric-cars-adoption-rate-washing.html (IBM, NY TIMES MAGAZINE)
  8. 8. 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. 9. 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 37 49 43 43 38 32 0% 20% 40% 60% Livelier, fast- pace, entertaining newscast 35-44 25-34 18-24
  10. 10. 10 Platforms Change But The Mission Doesn’t
  11. 11. Laura Clark Senior Vice President lclark@magid.com
  12. 12. 12 Are We Evolving Our News Operations To Deliver? Gathering Producing Presenting Budget % Today Ideal Budget Distribution

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