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The New Economics of Media
Micromedia, Connected Consumption, andthe Snowball Effect
Media 1.0: Mass Media
Mass Media Value Chain
•
6 primary value activities
–Infrastructure
•Technology
–Content
•Creativity
–Marketing
•What media is bought and sold
–Distribution
•Transport & logistics
–Retail
•Where and when media is consumed
–Attention
•Why is attention part of the value chain?•Most media markets are2-sided markets: they coordinate consumption byadvertisers
and
audiences•Attentionis how we will refer to this coordination process
ProductionPublishing/MarketingDistributionAttentionInfrastructureRetail
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