How does audience equal profit?
Individual report 1:
What is profitable: southeast Asian context
Mass media audience?
Demographic?
Psychographic?
Distribution system?
The students can use online resources or collect information from class members.
Analysis: social, technological, economical, political, educational, Demographic
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The Southeast Asia consist of:
ASEAN, Brunei, Burma, Cambodia, East Timor, Indonesia, Laos, Malaysia, Philippines, Singapore, Thailand, and Vietnam.
Country- Malaysia
Media - Newspaper (Star Newspaper)
Mass media audience
- The mass media audience would be the locals, tourist, and the social network. Many will refer to online news (the nut graph, world street journal etc), blogs, official websites and newspapers to know what is happening in their country.
eg: topics on politics, sports, entertainment, etc
Demographic
Population - 28,728,607
Age Structure -
0-14 years: 29.6% (male 4,374,495/female 4,132,009) Population - 28,728,607
Age Structure -
15-64 years: 65.4% (male 9,539,972/female 9,253,574)
65 years and over: 5% (male 672,581/female 755,976)
Median Age -
total: 26.8 years
male: 26.7 years
female: 27 years
Population Growth Rate - 1.576%
Birth Rate - 21.08 births/1,000 population
Death Rate - 4.93 deaths/1,000 population
Urbanization:
urban population: 72% of total population
rate of urbanization: 2.4% annual rate of change
Sex Ratio -
at birth: 1.069 male(s)/female
under 15 years: 1.06 male(s)/female
15-64 years: 1.01 male(s)/female
65 years and over: 0.79 male(s)/female
total population: 1.01 male(s)/female
- why do people read newspapers (habit, updated with current news)
- motivation to read newspapers (to gain knowledge/info, keep updated)
- groups that read the most newspapers (elders)
Meaning:
attributes relating to personality, values, attitudes, interests, or lifestyles.
analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic (place of work or residence) and demographic (age, education, occupation, etc.) characteristics to develop a more 'lifelike' portrait of the targeted consumer segment.
Distribution system
- Responsible for getting the newspaper from the press to the readers.
- News are printed out and ready in the wee hours
- Carriers buy copies of the newspaper at a discount and deliver them, using their personal vehicles.
- Readers read while journalists retrieve news
- The whole cycle repeats itself
Meaning:
Entire set-up consisting of procedures, methods, equipment, and facilities, designed and interconnected to facilitate and monitor the flow of goods or services from the source to the end user.
Analysis:
Social - has interactions like surveys, participation in contest, send in thoughts, news, pictures
Technological
- journalism advances in technology because of print revolution (online news)
- internet become a place for sharing information
Economical - affected when readers read, share holders buy and pull off after reading the information
provided, warns and informs citizens regarding boom and recession (economic cycle)
Political - regarding general elections or sensational news (Anwar's case), our Prime Minister
Educational - columns with stories, sharing of experiences, tips, health, food recipe
Demographic
- newspapers readership decreases as online reading grow and increase.
- more youth and young adults seek news from the internet.
Reference:
- http://www.indexmundi.com/malaysia/demographics_profile.html
- http://apmr.management.ncku.edu.tw/comm/updown/DW0712050496.pdf
- http://www.theedgemalaysia.com/media-a-advertising/1421-aznita-ahmad-pharmy.html
- http://people.howstuffworks.com/newspaper5.htm
