Medill on media engagement

About this book

"At last! A noble effort to penetrate the mystery of the media experience and learn not only what work--but why it works."--Philip Meyer, author. "The Vanishing Newspaper: Saving Journalism in the Information Age" and "The Newspaper Survival Book: An Editor's Guide to Market Research. "Professor emeritus. University of North Carolina. "With groundbreaking research, lively anecdotes and real-world ideas, this book offers a fresh and insightful look at what today's media audiences seek. Beneath the surface of an audience's quest for useful news and information lies an appetite for a memorable and shareable experience. This book will help you to know it when you see it."--Clarence Page, blogger, PBS commentator and Pulitzer Prize-winning syndicated columnist for the Chicago Tribune. "Reading Medill on Media Engagement reminded me of the heady writings of Marshall Meluhan and his ̀hot' and ̀cold' media. This book is about ̀hot' and ̀cool' content. Seventeen Medill contributors offer best practices and case studies on what it takes to produce highly engaging content. Marketing's objective is not just to inform but to engage, involve, and fire up the consumer. This book shows how content creators can make that happen."--Philip Kotler. S.C. Johnson & Son Distinguished Professor of International Marketing. Kellogg School of Management, Northwestern University. "Medill on Media Engagement offers a penetrating glimpse into the minds of today's media consumers and provides an analytical framework for thinking about how they make their media choices. It's a useful roadmap for news executives who covet subscribers and page views."--Richard Karpel, Executive Director, American Society of News Editors. "Medill on Media Engagement illuminates how content creators can systematically provide engaging journalism for today's empowered audiences. Drawing on nearly a decade of significant research at Northwestern University's Media Management Center, 17 Medill contributors analyze a lexicon of how people define their media experiences. They then offer best practices and case studies that show how a dozen of these rich experiences -- from Civic to Timeout -- Inspiration to Community-Connection -- can make today's media brands relevant and important" -- Back cover.