Amy Jo Coffey

Promotional Practices of Cable News Networks: A Comparative Analysis of New and Traditional Spaces

In an integrated media environment where news networks seek synergistic opportunities for their parent companies, news content is increasingly susceptible to promotional influence. A comparative content analysis of new and traditional news spaces on U.S. cable television news networks Cable News Network, MSNBC, and Fox News Channel examined the video screen space and the news crawl, or “ticker,” space. Findings reveal that, proportionally, more promotional content occurs within the traditional video content space when compared to the ticker space. However, it was also shown that the ticker acts as a general branding agent for 2 of the 3 networks. Content dispersion also suggests a unique “content identity” for each news brand. The study found no evidence of “covert” promotion for synergistic gain—a positive result for news consumers.

Audience Valuation in the New Media Era: Interactivity, Online Engagement, and Electronic Word-of-Mouth Value

This national survey of broadband users (N = 200) investigates people’s participatory behavior on Internet video websites by analyzing their use of interactive features. It seeks to identify a group of “interactive audiences” who take full advantage of web interactivity and may be most valuable to advertisers. This study defined audience interactivity based on people’s frequency in using interactive features and three groups were identified—non-interactive audience, average audience, and interactive audience. It compared three audience groups based on traditional audience valuation criteria such as demographics and media consumption levels, as well as newly proposed criteria including online engagement level and electronic word-of-mouth value. Results indicated that interactive audiences are younger, more engaged online, and have higher electronic word-of-mouth value than non-interactive audiences. Because audience interactivity is related to audience value, findings suggest that advertisers should invest more in this highly engaged and influential group online. The results also reveal the need for expanding audience valuation criteria, particularly in the online space, to include other variables such as online engagement level and electronic word-of-mouth influence. The study then offers practical implications for website managers and marketers.

Valuing New Media Spaces: Are Cable Network News Crawls Cross-promotional Agents?

A comparative content analysis of CNN, Fox News Channel, and MSNBC examined the extent to which the cable news networks utilize their news crawls or “tickers” for promotional purposes. Situated in economic, branding, and promotional theory, the study revealed that two out of three cable networks utilized their news tickers for some overt self-promotion, but used them infrequently as synergistic promotional tools for their parent companies, indicating journalistic integrity within this news space for the present time. The study also provides baseline information on the nature of cable news tickers.

Defining A Product Market for Spanish-Language Broadcast Media: Lessons from United States v. Univision Communications, Inc. and Hispanic Broadcasting

In 2003, a media merger with dramatic content and policy implications went largely unnoticed. Little attention was paid to the transaction because it did not affect the majority; it affected the largest minority population in the United States: Hispanics. Although up to 65% of Hispanics prefer Spanish-language media, most broadcast media now come from one corporation, Univision. In approving the consolidation of Univision and Hispanic Broadcasting, the FCC ignored product market findings by the Department of Justice as well as its own policy precedent, which includes numerous exceptions for Spanish programming to promote content and ownership diversity. Consistent with the FCCs mandate to protect the public interest, a demand-side analysis is undertaken, positioning the audience as consumer. Industry evidence, product market thresholds, and ownership rules are applied to United States v. Univision, Inc. and Hispanic Broadcasting, with the conclusion that a separate product market must exist for Spanish language broadcast media.

Audience As Product: Identifying Advertiser Preferences

Abstract A conjoint analysis was conducted to examine audience traits valued by U.S. television advertisers to determine which traits played the greatest role in advertisers’ investment decisions. The advertiser was positioned as the consumer and the audience as product. Results from the conjoint experiment are compared and contrasted to an observational study that examined many of the same issues. Both studies found that household income plays a lesser role, while English proficiency is valued by all advertisers. The conjoint analysis also revealed that audience ethnicity plays a greater role than income or language. Benefits of the conjoint analysis approach are discussed.

An experimental design and preliminary results for a cultural training system simulation

Computer simulation has been widely deployed by the military for force-on-force based training but only more recently for training researchers, analysts, and war-fighters in matters of cross cultural sensitivity. This latter type of training gives the trainee a sense of “being inside” a target culture. We built the Second China Project as a hybrid immersive, knowledge-based software platform for use in cultural training. Is this training effective? More specifically, what are the effects of immersion on memory and other cognitive variables? We chose to base our research questions, not around a specific user group, but more generally around a category of training system—one involving the use of multi-user virtual environments (MUVEs). We present the architecture of an experiment designed to test whether MUVEs are effective training platforms, and to explain the process used in developing a testing environment to determine the precise nature of that effectiveness. We also discuss lessons learned from the earlier pilot study and ongoing experiment.

Audience Interactivity on Video Websites and the Business Implications for Online Media Platforms

Abstract This research investigates consumers’ online participatory behavior by analyzing their use of interactive features on video websites. Based on a national consumer panel survey (N=200) among broadband users, the study found that technology-related variables had a much greater impact on people’s online participation than demographic and individual-related variables. It indicates that it is the consumers’ positive perception and experience with technology that drive their decisions to adopt new features. Media practitioners may develop effective ways to evaluate the psychographics of online audiences to take advantage of this highly valuable group.

An exploration of shared services agreements within US local television markets

In an increasingly competitive environment, some local television station owners in the United States have turned to shared services agreements (SSAs) to keep their stations afloat, despite concerns that such business arrangements may violate Federal Communications Commission (FCC) ownership policy. In this policy-based study employing secondary data sources, a national sample of local television stations (N = 270) was content analysed to determine the proportion of SSAs existing within the United States. Findings reveal that mid-sized markets are the most common locations for such arrangements. Implications for news audiences and the industry are addressed.

Advertiser Attitudes Regarding the Substitutability of English-Language Television to Reach Foreign Language Target Audiences

Scholars have examined media substitutability from many angles, but few, if any, studies have examined substitutability of advertising on the basis of language. Using a price sensitivity test, this exploratory study examines advertisers’ attitudes toward the substitutability of English-language advertising among U.S. foreign language television advertisers to reach their target audiences. Advertisers overwhelmingly (90%) indicated that they did not consider English-language television as an acceptable substitute for reaching their target audiences. This finding has implications for media ownership and mergers, providing evidence that foreign-language television and English-language television exist in separate product markets, and should aid future policy discussions.

Teaching Students to Serve Niche Audiences A Case Study in Spanish Language News

In an increasingly fragmented media landscape where “narrowcasting” is more often the norm, it is important to teach todays students how to best understand and serve niche audiences. This case study of a Spanish language radio newscast examines student-reported learning and content outcomes, to demonstrate the value of this type of experiential learning about niche audiences. Among the findings, students reported a heightened sense of awareness of topics that are relevant and suitable for their niche audience, and commented on the experiences or tools that best helped them to understand their audience and how to best serve these listeners.