New Perspectives on Consumer Trends

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Invited talk at Publishing the Story of the Future, Australian Literature Board, 17 July, 2007. Video for this talk is at: http://www.viddler.com/explore/christydena/videos/1

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New Perspectives on Consumer Trends

  1. 1. New Perspectives on Consumer Trends in the Age of Integrating Media Christy Dena Publishing the Story of the Future Australian Literature Board 17 th July 2007
  2. 6. Core Insight #1
  3. 8. Action on Core Insight: CROSS-MEDIA BUNDLING
  4. 9. Action on Core Insight: Become Cross-Media Publishing Houses
  5. 10. “ Foreign Media Group is an international publishers group that operates in various fields of the media. […] The publications of Foreign Media Books are music CD’s, books, audio books, magazines, feature films, DVD’s, documentaries, games, and CD-ROM’s.   The publishing vision anticipates different media products and possible combinations. Foreign Media Group sets itself the target of investing as deeply as possible in creativity and rights and publishing platform independently.”
  6. 11. “ Afblijven is the first cross-media film for youth that includes a combination of film, books, ringtones, dvd, streaming internet footage, mobile game, audio CDs, downloads and weblogs.   Cross-media approach works! Due to the cross-media approach, the target group (8-15 year-olds) is in constant contact with the products of Afblijven .”
  7. 14. Core Insight #2: TIE-INS AS FICTIONAL ARTEFACTS
  8. 16. Cartoon by: Clementine Hope, Hyperion website
  9. 17. S02E20 S02E13 On 9 May 2006, a newspaper ad placed by The Hanso Foundation in response to the release of Bad Twin appeared in the Chicago Tribune, Boston Globe (page A4), Washington Post (May 10, page A7) “ It is with a mix of pride and sorrow that Hyperion presents Bad Twin , the last novel by a wonderful author who was taken from us in the very prime of his writing life.”
  10. 19. "The Third Policeman will be prominently featured in a key moment" … [The book] "was chosen for very specifically for a reason.“ “ Whoever goes out and buys the book will have a lot more ammunition in their back pocket as they theorize about the show. They will have a lot more to speculate about — and, no small thing, they will have read a really great book.” Craig Wright, co-writer of the episode, 21 st Sept, Chicago Tribune “ Look for another literary reference — and possibly another clue to the island's secret — on tonight's Lost ” (Oldenberg, USA Today, 4 th Oct, 2005) 21 st Sept 23 rd Sept 8,000 copies sold (Oldenberg, 2005) 4 th Oct 6 th Oct Doubled lifetime sales in 1 month: 15,000
  11. 20. Lost > Books 'Faster Friends' comic books [ source ] Orientation, ep.3, season 2 Oct 6, 2005 (US) The Long Con, ep.29, season 2 Feb 8, 2006 Orientation, ep.3, season 2 Oct 6, 2005 (US) The Other 48 Days, ep.7, season 2 Nov 16, 2005 (US) Special, ep.14, season 1 Jan 19, 2005 (US) Maternity Leave, ep.15, season 2 March 1, 2006 Maternity Leave, ep.15, season 2 March 1, 2006 White Rabbit, ep.5, season 1 Oct 20, 2004(US) The Whole Truth, ep.16, season 2 March 22, 2006
  12. 22. <ul><li>SIMM = </li></ul><ul><li>“ individual consumers being exposed to more than one media system or approach at a single point in time. In short, it describes the increasingly prevalent consumer activity of multitasking, eg being online and watching television at the same time, reading the newspaper while listening to the radio, or reading the mail while talking on the telephone.” </li></ul>
  13. 23. Core Insight #3:
  14. 25. Action on Core Insight: SIMULTANEOUSLY EXPERIENCED TRANSMEDIA BOOKS
  15. 26. Law of Love
  16. 27. Action on Core Insight: SEQUENTIALLY EXPERIENCED TRANSMEDIA BOOKS
  17. 28. Well of Tears <ul><li>“ I wished that I could enable my readers to walk through the detailed landscapes of my fictional world, ‘Tir’, as if those landscapes were real. I wanted readers to be able to take their time exploring, enjoying the scenery, listening to the sounds of wind and water and birdsong, seeing the imaginary places and characters I write about, in an atmosphere that was not scary or violent, but exciting and magical.” Celia Dart-Thornton, 2005 </li></ul>
  18. 30. Transmedia Books “ This stunning debut combines reading with the world of internet gaming to create a masterful new genre that will allow teens to take the story from the page into the world of cyberspace and beyond.”
  19. 32. Core Insight #4:
  20. 34. Action on Core Insight: LEVERAGING AUTHOR-LEAD READER COMMUNITIES “ Scrap the focus groups, fire the cool chasers, and hire your audience” Alex Wipperfürth
  21. 38. Core Insight #5:
  22. 39. Timothy deWaal Malefyt, Vice President/Director of Cultural Discoveries, BBDO Advertising Worldwide “ Reason is Out, Emotion is In”
  23. 40. Action on Core Insight: BOOK TRAILERS www.VidLit.com
  24. 41. Other Book Video Trailers & Interviews… <ul><li>www.VidLit.com </li></ul><ul><li>Simon & Schuster’s www.bookvideos.tv </li></ul><ul><li>Harper Collins’ book trailers: www.harpercollins.ca /trailers </li></ul><ul><li>www.bookshorts.com </li></ul><ul><li>www.teachingbooks.net </li></ul><ul><li>www.bookwrapcentral.com </li></ul><ul><li>www.readersentertainment.tv </li></ul>
  25. 42. http://www.futureofthebook.org/mckenziewark/
  26. 43. Action on Core Insight: EXTENDED ENTERTAINMENT EXPERIENCES
  27. 44. <ul><li>“ If you’re going to look to an industry for innovative and aggressive marketing tactics, it’s definitely those industries [Film & TV] - not the publishing industry” </li></ul><ul><li>John Pitts, Marketing Director, Doubleday </li></ul>
  28. 45. The Traveller , John Twelve Hawks, 2005
  29. 46. www.LostEnvelope.com
  30. 48. <ul><li>‘ One should not be astonished if, </li></ul><ul><li>with only the means they have now at their disposal, </li></ul><ul><li>they set themselves to preparing this new art </li></ul><ul><li>(vaster than the plain art of words) in which, </li></ul><ul><li>like conductors of an orchestra of unbelievable scope </li></ul><ul><li>they will have at their disposal the entire world, </li></ul><ul><li>its noises and its appearances, </li></ul><ul><li>the thought and language of man, song, dance, </li></ul><ul><li>all the arts and all the artifices, </li></ul><ul><li>still more mirages than </li></ul><ul><li>Morgane could summon up on the hill of Gibel </li></ul><ul><li>with which to compose </li></ul><ul><li>the visible and unfolded book of the future....’ </li></ul><ul><li>Apollinaire, 1917 </li></ul>

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