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ERIC Number: EJ925484
Record Type: Journal
Publication Date: 2009-Mar
Pages: 8
Abstractor: ERIC
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0748-478X
Streaming Media
Pulley, John
CURRENTS, v35 n3 p26-33 Mar 2009
At a time when the evolutionary pace of new media resembles the real-time mutation of certain microorganisms, the age-old question of how best to connect with constituents can seem impossibly complex--even for an elite institution plugged into the motherboard of Silicon Valley. Identifying the most effective vehicle for reaching a particular audience isn't always easy. YouTube and iTunes, which may seem interchangeable to nonusers, actually constitute distinct communities with appreciably different audiences. And with the total number of English-language blogs estimated to be well in excess of 100 million, there are channels serving sub-niche communities defined by the most esoteric of interests. What had been a monolithic mass media is fragmenting into many little pieces. In today's changing digital landscape, marketing and communications professionals need to develop a strategy for how to integrate the new media with the old. This article describes strategies for juggling online and print communications.
Council for Advancement and Support of Education. 1307 New York Avenue NW Suite 1000, Washington, DC 20005. Tel: 202-328-2273; e-mail: memberservicecenter@case.org; Web site: http://www.case.org
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A