From mass media of any kind you want one and only one
service – to publish and disseminate content that will create in its audience
an ‘itch’ to either buy your products and services right away (which is very
difficult to achieve) or at least to visit your Web site, corporate blog or
download and launch your mobile app.
How can you achieve that? By creating, structuring, ‘packaging’
and giving to the mass media in question the content which (a) achieves the
abovementioned objectives but (b) is in itself so valuable to the audience of
the media in question that will ultimately make money for this media.
How? By either increasing sales of printed media or access
to online media or increased advertising due to increased audience – or both. In
some cases, you will have to spend some money on advertising to create
additional incentive for the media in question to publish your content. In this
case, you need to make sure that this investment project of your meets the acceptance
criteria (in terms of its KPI values).
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