By Joe Pulizzi published November 12, 2010 Est Read Time: 1 min

Use Different Media to Accomplish Different Goals

Listened to an excellent overview from Ann Marie Kelly from Gfk MRI today who talked about consumer research and magazines.

One piece of research that stood out was focused on how consumers engage in different media for different reasons.  Television, radio, the Internet, magazines and newspapers were discussed in detail. Each one of these distribution outlets are used by consumers in the following primary ways.

  • Television – for entertainment
  • Radio – puts me in a good mood
  • Internet – a key source of learning
  • Magazines – keeping up-to-date with the latest styles and trends
  • Newspapers – to be informed with the latest news

Although buyers use each source of media for different reasons, marketers can focus on packaging content in certain ways to accomplish specific marketing and engagement objectives.  Abe Peck from the Medill School of Journalism, suggests that print magazines are important to “give people what they really didn’t know they wanted“. If that’s your goal, choose print over the Internet. If your content needs to help consumers solve a specific problem, then choose the web. Entertainment? Your choice is video.

Choose wisely.

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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