Medill on Media Engagement (Abe Peck and Edward C. Malthouse)
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Title: Medill on Media Engagement
Editor(s): Abe Peck and Edward C. Malthouse
Publish Date: November 2010
|Medill on Media Engagement illuminates how content creators can systematically provide engaging journalism for today's empowered audiences. Drawing on nearly a decade of significant research at Northwestern University's Media Management Center, 17 contributors analyze a lexicon of how people define their media experiences. They then offer best practices and case studies for how a dozen of these rich experiences – from Civic to Timeout, Inspiration to Community-Connection– can make today's media brands relevant and important.|
Contents: Forewords: Why Media Experiences and Engagement Matter, John Lavine. The Importance of Media Engagement, Cathie Black. ENGAGEMENT, EXPERIENCES, AND CONCEPTS. Medill on Media Engagement: An Introduction. Edward C. Malthouse and Abe Peck. Media Concepts, Bobby J. Calder. CREATING LOYALTY AND MAXIMIZING READERSHIP THROUGH MEDIA EXPERIENCES. The Makes Me Smarter Experience, Owen Youngman. The Civic Experience, Ellen Shearer. The Utilitarian Experience, Abe Peck. The Inspiration Experience, Charles Whitaker. The Identity Experience, Rachel Davis Mersey. The Co-Producing Experience, Ashlee Humphreys. The Community-Connection Experience, Rich Gordon. The Anchor Camaraderie Experience, Beth Bennett. The Timeout Experience, Patti Wolter. The Entertainment and Diversion Experience, Josh Karp. The Visual Experience, Matt Mansfield and Jeremy Gilbert. The Talk About and Share Experience/Implementing Experiences, Steven S. Duke. EXPERIENCE CASE STUDIES. Case Study: Food Network, Ben Sylvan. Experience Case Studies: Examples From Medill’s Innovation Study Projects, David L. Nelson. Appendix. Author Index. Subject Index.