Section B: Common Errors

·         Common errors

·         Lack of terminology

·         Using examples that are from the OLD exemplar responses – this is very lazy and these stats are out-dated

·         Referencing examples

·         Focus on both AUDIENCE AND INSTITUTION

·         Hardware AND CONTENT

·         Own opinion

·         By far the biggest error was the lack of specific case study examples; evidence to support claims/ arguments

-          These need to be specific examples about content, statistics, figures (audience circulation)

Synergies push people to the website

Convergence is where all their stuff is in one place - website

Points that you should have considered:

Harware

-          Positive and negative

-          Advances in technology – can do more, smartphones, iPhones, tablets, technology is more accessible/ easily available (audiences can access it on the move 24/7) web 2.0, synergies and convergence

-          Software: Apps – specific examples from each institution

-          Fanzines: exist now due to proliferation in hardware and software and their accessibility – examples – audience more demanding; they can presume through sites such as YouTube so they expect more from institutions, impatient

-          How have institutions responded top these constant changing consumer/consumption habits?

-          Rise in competition due to proliferation of hardware (Twitter, fanzines etc) and how institutions have overcome this?

-          Production and distribution; advancements in printing process – has the internet meant a decrease in sales of institutions print products? Evidence

-          Internet – institutions now have much more knowledge about their audience because of the hardware/software used – so institutions and advertisers can now target their audience much more precisely thus satisfying

Content

-          Specific examples from your case study about that content offered

o   Convergence

o   Prosumers

o   Multi-platform approach

o   Synergy – specific evidence – driving audiences to their main product – vertical integration

-          Updated quickly

-          Who are their audiences? – stats, how do institutions content and use if hardware and synergies meet expectations; these are highly media savy audiences – evidence

-          Awards won by institutions for their content – what and when?

-          Institutions in constant race to make their products unique with UPB’s – how have MH and NME done this?

-          Difference between niche and mass/mainstream targeting – support with evidence to show comparisons

-          Music creates communities – online communities provided allowing audiences to create strong relationships with audiences with similar interests and taste’s – globalisation – thus creating stronger more loyal relationships with the brand

-          Powerful audience – Murdoch quote

-          Your own personal experience and opinion

-          The future?