Brand Media combines classic media with new
online media. Almost all very popular online
media outlets become a brands, comparable
with classic media brand values.
A majority of online users have the same
perception on purely online media and popular
blogs, at the same way as they consume classic
media Web sites.
Aggregation Media are mainly a social media
outlets. They have risen as the important online
syndication-based source for the filtering the
information, tailored by an user needs .
Aggregation media bring visits to a syndicate
Web sites (the owners of content), and users
have option to follow a plethora of online sources
through an aggregation media.
Amateur Media are the product of user
generated content (UGC). Milions of blogs,
social networks, forums and other forms of social
media profiles, based on user generated content,
are generally created by some amateurs
Those “amateurs” are not perceived as
“serious/influential media” (by media experts),
until they enter in the field of brand media.
Consumer Media are the product of user generated
reviews, on a classic Web sites, as well as on a social
media platforms. If a Web site generate the users’
opinions related to some products and services, that
Web site is consumer medium which directly influence
the buying behavior of an user.
E.g. the shops with influential user reviews like
Amazon.com, or IMDB.com are also Consumer Media,
as well as review-based websites like Epinions.com.
Custom media is a marketing term referring
broadly to the development, production and
delivery of media designed to strengthen the
relationship between the sponsor of the medium
and the medium's audience (Wikipedia).
Organizations create custom media, and they are
in the strong competition with an advertising-based
media, using a different revenue model.
Online Media 3.0 Landscape
The blurring line between classic media & social media
General media taxonomy in the
world of online influence.
Presented @ PRSerbia Conference 2009
Dragan Varagic, Web strategist