digital convergence - the coming together of previously separate media industries thanks to the benefits of digital technology. For example Netflix is an example of the convergence (coming together) of film, TV and the internet.
multimedia integration - where an organisation is structured around a variety of different types of convergent media. Attitude online is multimedia, as it encourages interaction between the website, and then buying the physical magazine.
hyper-modality - where a media product 'goes beyond' the traditional forms of communication. When you click on a hyperlink on Attitude and move to a different article, section, or even different website, this is hyper-modality.
push/pull factors - changes in digital technology have 'pushed' audiences away from traditional media platforms, such as print magazines and live television. However, smart media producers can use techniques such as hashtags, viral marketing and targeting advertising to 'pull' audiences back in. The huge banner advert at the top of the Attitude site to subscribe to the print magazine is an excellent example of a 'pull factor'.
Stream media is a publisher of a digital content whether its words, pictures, or video. Their clients include: Flybe; CityJet; Hertz;P&O Cruises; Spar; Vauxhall. Therefore this makes the organisation vertically integrated as most of these have nothing in common however it could be seen as horizontally integrated too through their work with airline and travel businesses. I would argue that Stream media targets a diverse audience by looking at their clients and seeing that none of their clients work in niche markets so I would only assume that this would mean Stream would target diverse audiences too. The website itself is quite simple with not much information on, with it not saying anywhere what they actually do for their clients apart from create 'award-winning content'.
Stream would've acquired Attitude for the simple reason of growth. Attitude Magazine has a high profile brand which Stream believes can grow even further with the support of 'a larger publisher with greater resources'. The acquisition would have benefitted Stream media too however, with another high profile brand under their name, it would allow them to expand into new markets, this time a niche market through the LGBT community.
multimedia integration - where an organisation is structured around a variety of different types of convergent media. Attitude online is multimedia, as it encourages interaction between the website, and then buying the physical magazine.
hyper-modality - where a media product 'goes beyond' the traditional forms of communication. When you click on a hyperlink on Attitude and move to a different article, section, or even different website, this is hyper-modality.
push/pull factors - changes in digital technology have 'pushed' audiences away from traditional media platforms, such as print magazines and live television. However, smart media producers can use techniques such as hashtags, viral marketing and targeting advertising to 'pull' audiences back in. The huge banner advert at the top of the Attitude site to subscribe to the print magazine is an excellent example of a 'pull factor'.
Stream media is a publisher of a digital content whether its words, pictures, or video. Their clients include: Flybe; CityJet; Hertz;P&O Cruises; Spar; Vauxhall. Therefore this makes the organisation vertically integrated as most of these have nothing in common however it could be seen as horizontally integrated too through their work with airline and travel businesses. I would argue that Stream media targets a diverse audience by looking at their clients and seeing that none of their clients work in niche markets so I would only assume that this would mean Stream would target diverse audiences too. The website itself is quite simple with not much information on, with it not saying anywhere what they actually do for their clients apart from create 'award-winning content'.
Stream would've acquired Attitude for the simple reason of growth. Attitude Magazine has a high profile brand which Stream believes can grow even further with the support of 'a larger publisher with greater resources'. The acquisition would have benefitted Stream media too however, with another high profile brand under their name, it would allow them to expand into new markets, this time a niche market through the LGBT community.
Curren & Seaton argued that the media industries are solely motivated by the acquisition of profit and the procurement of power. To what extent does Attitude Online conform to this practice?
- Acquiring Attitude would allow Stream media to work in a completely different market with a potential to grow hugely; ultimately leading to a lot of revenue.
- Buying Attitude Magazine is an example of vertical integration; buying up companies involved in different stages of the process of production and circulation. Companies might buy ‘downstream’, such as when a company involved in making films buys a DVD distributor, or ‘upstream’, which is when a company involved in distribution or transmission
- I would argue that Attitude Online conforms to this practice to quite a large extent; Stream media would've acquired them for the sole reason to improve profits and increase their power on the market.
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