Opening and Closing Paragraph

OPENING

• Begin with a clear argument about the new challenges facing the magazine industry incorporating how much audience consumption has changed due to digital technology/new media technologies/the development of the internet (Web 2.0)
• Must state the industry you have studied - will be embeded into the first paragraph.
• "Technology is shifting power away from editor's, the publishers, the establishment, the media elite, now it's the people who are taking control." (Murdoch, 2006) - use this quote.

Own opening paragraph:

Media has changed dramatically over the last decade, convergence is becoming more frequent as market changes demand more from the producer. NME, for example, have a 'one stop' website where their customers can access them more frequently and have advantages of buying tickets and chatting about the latest magazine; giving their producer feedback on the product. The media world is taking a rapid step forward into more of a technological stage "Technology is shifting power away from editor's, the publishers, the establishment, the media elite, now it's the people who are taking control." (Murdoch, 2006) Media is no longer one way giver of information, consumers are now able to feed back and help industries move forward with the latest demands.

CLOSING

• Draw all of the essay together in one sentence, refer back to opening paragraph.
• What is the future of the magazine industry?

Own closing paragarph:

The big question is, will magazines survive? "Cars didn't replace horses. Horse riding evolved from transportation into recreation." (Jason Dojc) Due to convergence, the magazine itself might be wiped clean, but I believe that some form of media will stay. An example is Wired magazine, they have placed a 3D version of their produc onto a tablet, so you can view their magazinr to the fullest instead of just looking at an unmovable piece of paper. The potential of Web 2.0 is unknown and could be used as the next step for magazine industries to place their product; it's a large step in the media world, but new market demands are forcing instutions to adapt to new media trends.


Example Question: Discuss the issues raised by an institution's need to target specific audiences within a media industry which you have studied?

Re-word: What issues are raised in the magazine industry when trying to target a specific audience?

Make a list of issues you are able to bring up:

• New market trends
• Stereotypes and age
• How someone would access the product
• New media technologies
• Being niche (Metal Hammer) or mainstream (NME) - NME can appeal to a wider audience; means more synergies - Reading Festival. Helps create awareness. Whereas Metal Hammer wouldn't fit in at Reading Festival.
• Loyal consumers (Metal Hammer) have to concerntrate on mode of address. Meet their needs - be current with the latest trends (NME and Metal Hammer are both front runners with their music).
• Probably more loyal consumer to an online site because you'll be constantly up to date whereas in a paper magazine, a massive event could happen a day afer you ship out so you can't update it in your magazine.
• Need to offer UGC (user generated content) to keep customers loyal (polls, forums, etc).
• Advertising is 1/3 of their profit.
• Mode of address, design and layout; how to move around their website. 
• Synergy and Convergence.