This document defines key terms related to new media and the future of magazines, including: Web 2.0 allows two-way communication between content creators and consumers. A "prosumer" both produces and consumes media. Technological and media convergence involves the merging of different media platforms. Synergy creates greater revenue through coordinated promotion across multiple subsidiaries. Viral marketing and guerrilla marketing use unconventional strategies to raise awareness. User-generated content is created by consumers. Unique selling points and points of difference distinguish a product in the market. Unique perceived benefits influence what consumers believe they will gain from a product. The document instructs students to familiarize themselves with the websites of magazines NME and Metal Hammer

1. The Future of Magazines
• http://www.youtube.com/watch?v=YmGSfVo2
NUw&feature=related
• http://www.youtube.com/watch?v=JefdzMQ4
pws&feature=related
• http://www.youtube.com/watch?v=Gel9C85v
ZWM&feature=related

2. Definitions
L.O. To understand new media
terminology

3. Web 2.0
• Web 1.0 was the first version of the Internet –
a one way communication, from the sender to
the receiver
• Web 2.0 is what we know the Internet to be
now – a two way communication between the
sender and the receiver

4. ‘Prosumer’
• A ‘prosumer’ is a combination of the words:
– Producer
– Consumer
• With the advancements of technology it is
possible for us all to be film producers and
distributors (Youtube)…because of this we ask
more and expect more from media texts…
• You need to be able to discuss how NME and
Metal Hammer allow audiences to be
prosumers…

5. Convergence
• Technological Convergence:
Convergence of technology occurs when multiple products come together
to form one product with the advantages of all of them.
• Magazine Example: NME website; you cannot only read articles from the
physical magazine (which have converged onto the internet) but you can
also listen to NME Radio station (this is a multiplatform approach).
• Real Video in print
• Media Convergence:
When old and new media intersect in such a way that the way in which media
producers and media consumers interact changes.
• Magazine Example: ‘Communities’ have been created on websites to share
tips, stories, reviews and experiences of music and upload photographs.
Consumers can become prosumers and actuall y be part of the
construction of the magazine

6. Synergy
• Synergy:
The interaction of two or more forces so that their combined effect is greater than
the sum of their individual effects.
In the context of the media it can be the promotion and sale of a product (and all
its versions) throughout the various subsidiaries of a media conglomerate. For
example, films, soundtracks or video games. To give a detailed example the
Spider-Man films had toys of webshooters and figures of the characters made, as
well as posters and videogames, this resulted in the creation of more revenue for
the creators of the Spider-Man franchise than if they had just released the one
film.
• Magazine example: NME Radio Station/sponsorship of festivals and events =
synergised marketing
• The advancement of technologies has also allowed for greater synergy. For NME,
the tweets and Facebook updates and RSS feeds encourage listeners of the
podcast. The podcast drives subscribers to the website. The website drives fans to
the free information. The links among all these activities become the synergy
where activity in one area improves the entire experience.

7. Viral Marketing
• Viral Marketing
Definition: A marketing technique aiming at
reproducing "word of mouth", usually on the
internet and through existing social networks.
• Signs
• Texting and Driving

8. Guerrilla Marketing
• Guerrilla Marketing
Definition: The use of unconventional and low
cost marketing strategies to raise awareness of
a product.
E.g. Putting up ‘wanted’
posters/commissioning works of graffiti

9. UCG
• UGC – USER GENERATED CONTENT
Content that has been generated be the
user/consumer.
Magazine example: music reviews; forums;
vlogging; podcasting

10. USP
• Unique Selling Point
Making a product different from a
competitor/another product in the same
market; making it unique

11. POD
• Point of Difference
Differentiating a product from another; making it
unique; the actual way in which a product is different
from another in the same market
Example sentence; the USP and perhaps the POD of
NME compared to Metal Hammer is that they offer a
multi-platform website that allows consumers to surf
their site; whilst listening to their radio station and
watching their TV channel.

12. UPB
• Unique Perceived Benefit
What the consumer believe they will get from
that product; what do the consumers believe
they will gain/benefit from using the product?
This could be linked to mainstream/niche
magazines; the community created through
forums etc; therefore resulting in loyal
consumers

13. Terminology
• Loyal Consumers/Brand loyalty:
Consumer commitment to re-purchase the same brand/the same magazine; NME
consumers are extremely loyal and trust the brand to be truthful and to meet their
needs
• Proliferation
Definition: A rapid increase in the number of a certain type of product.
• Multi-platform
A multi-platform series is a form of entertainment where the story is told over a
range of media platforms; such as magazines, radio station, videos, podcasts
• Vertical Integration
Absorption of several firms into a single firm involved in all aspects of a product's
manufacture from raw materials to distribution. For example; Rockstar Games have
become a vertically integrated company by buying developers they have previously
worked with, such as DMA Design who became Rockstar North and Angel Studios who
became Rockstar San Diego. By doing this Rockstar have control over development,
funding and marketing of their products.

14. Start to learn about your two new
friends:
• Before you start your case studies in detail you
need to start to get to know the magazines;
• Log onto the websites and start to consume
the texts; learning what they offer and how to
navigate around them…
– http://www.nme.com/
– http://www.metalhammer.co.uk/