Essay examples --

Problem Statement With changing social trends the way information and news is generated, distributed, and consumed is shifting towards digital media due its ability to offer access to the most up-to-date information. Companies such as The New York Times, whose business it built on print-media, will need to embrace this new form of media and deliver its content in a way that relates to the how their current, as well as new consumers wish to access their news. Analysis (External) The external environment that The New York Times operates within includes the encompassing culture and demographics, as well as the changing social trends, technology advances, and changes in the political, economic, and legal environments. The external culture surrounding the newspaper is a recently changing landscape, where the consumer is able to search for and find information quickly and from a number of sources. The consumer is also able to generate their own content easily through online blogs, which adds to the information load that an interested news consumer must sift through in order to obtain an accurate representation of facts. (Peters, Wright, and Witschge, 2012) Social trends and technology advances are a large source of concern with regards to the newspaper’s revenue. More readers are consuming news online, which is changing the landscape of news consumption. The immediacy of news availability through the internet can be more appealing to the casual consumer. Social media sites are also able to be leveraged to share articles and encourage new readers. These social sites can also be used to allow the consumer to take an active role in the conversation through comment fields, which open a new forum between journalist and reader that has p... ...sites on which it is expected to be distributed (Facebook, Twitter, Youtube, etc.) should be monitored closely for feedback, given the platforms’ excellent resources to do so. The place of delivery is appropriate, due to the previous integration with the consumers’ lives, and the created network that is able to be leveraged to distribute the service most effectively to the target market segment. The price to the consumer is only time viewing the advertisement, which given that they were already visiting a social media site they are likely willing to spend. The product should be appropriately represented in these ads, and the ad itself is the promotional material. The responsibility for running the advertisements would likely fall on a marketing executive, but could also be outsourced to a successful creative studio with experience creating such marketing videos.