For Consumer Product Strategy Professionals

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	May 20, 2009 All Media Fans Are Not Created Equal by Sonal Gandhi with Mark Mulligan, Erik Hood

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Executive Summary

US fans of music, TV, newspapers, and books have different propensities for media consumption — some of which can be explained by their demographic characteristics. Music fans, for instance, are young digital pioneers, while TV fans more closely reflect the average online demographic and are keen media multitaskers. Media product strategists should exploit these tendencies for cross-promotions and to better serve fans across platforms.

TABLE OF CONTENTS

• Different Forms Of Media Attract Their Own Distinct Fan Base

RECOMMENDATIONS

• A Crowded Media Arena Requires A Considered Cross-Platform Strategy

WHAT IT MEANS

• Media Fans Out-Consume The Average User, But Some Are Savvier Than Others
• Related Research Documents

This is an excerpt

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