Media Insights Q&A with Stu Rodnick, Managing Director, Three Screen Nation - Charlene Weisler

Stu Rodnick Managing Director of Three Screen Nation is a media expert in all video platforms His work for AOL in the early years has given him a unique perspective on how media is evolving and how the changing landscape affects viewership usage and adoptionIn addition to the article below there are three videos on wwwWeislerMediablogspotcom where Stu talks about a range of other media issues from telecom to online to generational changes and demographicsSubject Length in minutesBackground 512Telecom and Online 523Rate of Change 625Click here to view the videosCW What is the most valuable data out there and how can it be best used in consumer measurementSR In a data rich world where it is relatively easy to connect consumer databases with other pools of information including media exposure transaction data has so much value Without knowing everything you can capture about your customers we are operating in the marketing dark It is much easier to speak with your own consumers figure out why they chose your product and then to build what worked for them into your marketing programsCW Let39s talk about the publishing world What do you see as the current challenges to this media model and what do you see as potential opportunitiesSR Consumers especially younger ones have less interest in subscribing to either newspapers or magazines This forces the publications to adapt their models on the fly But opportunity also awaits them as there are so many print properties with strong connections to passionate audiences and local communities They just have to move their editorial prowess beyond print and start thinking of themselves more as content producers rather than publishers For example by offering more branded professionally produced video content they can reap new audiences and revenues in a digitally dominant world It is all about broadening the categories you compete inCW I have always said that there might be a great opportunity for single format media such as print to expand their range of delivery opportunities with the advent of multiplatform Suddenly print can go beyond just text and begin to incorporate video and audio Radio can go beyond just audio and incorporate text and video Do you see this as a trend SR Absolutely The media outlets have special connections with their audiences and consumers will always find room for their favorite content to travel with themamp8211 wherever they go The best magazines are already moving beyond being print only publications and the AM radio dial is increasingly filled by big media brands including ESPN CNN and Bloomberg and there are even more cable networks and TV personalities represented on Satellite RadioCW How long will it take to get three screen measurementSR Talk about a double diamond task We live in such a diverse world and consumers have so many passions there are so many niches of programming and all sorts of connected devices with which to seek content Looking through the rearview mirror it was much easier to measure television ratings We had 110 million or so homes and most had the same type of television experience Today39s content however no longer has the same boundaries To reach a consensus on an industry standard measurement solution that has representative demographic coverage and coverage across all of the screens on which consumers view media is a major undertaking So there will be tradeoffs between broad measurement of the nation39s tastes and insightful measurement of a specific consumer segment39s tastes It is difficult to see a single solution that can serve allCW Can you share any insights into how to successfully compete onlineSR Just as real estate has its golden rule location location amp8211 location online39s golden rule ought to be interaction interaction interaction Interactivity makes the mediums special For marketers messages that are worth interacting with are the key to building a successful campaign and capitalizing on the uniqueness of the medium For media outlets looking to succeed online they can now marry interactivity with other mediums strengths whether it is the richness of magazine layouts the caliber of television39s video programming the timeliness of newspaper reporting coverage or even music39s ability to move very specific niche audiences to make consumers a part of the storyCW So where would you see the future of media 35 years from nowSR Interactive television is going to become a big phenomenon combining the consumers39 love of entertainment with at your fingertips convenience The stage is set with a majority of homes already having high definition television sets new TVs are preequipped with internet connections and applications game console systems are being used to watch lots of videos and for the first time standalone iTV devices are very affordable Apple TV and Roku39s devices cost less than a hundred dollars and each has sold over a million units in a short time Look for the iTV device prices to keep falling since it is so important for Apple Google Amazon and Microsoft to build out big TV hubs The devices will be priced low enough to become impulse buys and the video hubs will take off Netflix39s success demonstrates that consumers want to access bigger video libraries and use slicker interfaces Amazingly half of Netflix39s streaming activity is from people watching repurposed television shows It is all about high quality content and giving choice to the viewerInterview conducted by Charlene Weisler Weisler Media LLC She can be reached through her research blog wwwWeislerMediablogspotcom or at WeislerMediayahoocom Full disclosure Charlene hosts a street art blog on The Starry Eye blog communityRead all Charlene39s MediaBizBloggers commentaries at Charlene WeislerCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Media Insights Q&A with Stu Rodnick, Managing Director, Three Screen Nation - Charlene Weisler

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