Media Trends: How Mobile Media Reaches Multicultural Audiences

By: Stephanie Florence, Edelman New York 

After more than a decade of immersion in the global digital revolution, the resulting changes, impact and opportunities continue to loom larger each day. Fast-growing digital information platforms proliferate at blazing speed, and the accessibility of mobile devices together with the power of social media is capturing and empowering a new mainstream: The multicultural digital consumer.

DREAM Digital recently brought together current Hampton University students, recent graduates and New York area Hampton University prospective students with industry executives, entrepreneurs and journalists from leading media companies for its inaugural symposium. Below are some key quotes and insights from the event:

·      o   “One of the challenges faced today is finding ways for content to seamlessly transfer across platforms…from desktop to tablet to phone.” – Norman Pearlstine, former Chief Content Office, Bloomberg, current Chief Content Officer, TIME

o   Takeaway: When pitching, offer insights into how a journalist can distribute the content through multiple channels

·      o   “With sports content, fans either cheer or boo – they never send a ‘thank you for this information’ email. 60 percent of ESPN’s traffic on Sunday’s results from mobile – people are actively reading, sharing, etc. football-related content.” – Rob King, SVP, Editorial, Digital & Print Media, ESPN

o   Takeaway: Consider incorporating mobile into initial plans and not as an afterthought

·   o      “One of the challenges Ebony faces is how to translate meaningful relationships that exist with readers who view Ebony as a curator of the African American experience past, present and future. Integrating archived content is a nod to the past to what Ebony was like at the beginning.” – Desiree Rogers, CEO, Johnson Publishing Company

o   Takeaway: Research related, archived content that plays into pitch and strengthens story

·      o   “When hiring, often look for journalists off the beaten path. Search Twitter/blogs for people with a new perspective and an already cultivated following that can transfer to the website.” – Kierna Mayo, Editorial Director, Digital, Ebony

o   Takeaway: Digital media is a new way for new voices to be heard

·      o   “Young people don’t identify themselves as their race. Instead, they identify around a passion point.” – Alvin Bowles, CEO, Grab Media

o   Takeaway: Readers will search for the content that most interests them, regardless of its origin/author

·      o   Re: maintaining the voice of the brand: “Must start with authenticity. That will lead to how you monetize audience insights and how you spread the content to audience and outside typical audience. The traditional media companies are now more willing to take more risks than in the past.” – Alix Baudin, SVP and GM, Digital Operations, Scripps Networks Interactive

o   Takeaway: Lifestyle content from the Scripps properties [HGTV, DIY Network, Food Network, etc.] transcends any sort of audience differences. A recipe or home design tip will be relatable to most consumers.