Posted by: Margaret Campbell | December 13, 2010

New models for traditional (embedded in our school systems) educational publishing

If the information from consumer research studies is accurate (example: http://www.gfkmri.com/ProductsServices/AmericanKidsStudy.aspx ), it would be reasonable to expect that educational publishers would model their “content delivery systems” using research-based findings on learning, instead of continuing to sell books to school systems.

What if schools could bulk subscribe (with individual families and students micro-subscribing…or sub-subscribing) to a Social Studies “channel” published by the traditional publishers (they are not going to go away anytime soon) that distributed vetted, standards-based content packages in different media for different “modes” of learning or different reasons for using a particular media (see below)…even print and online magazines…even mashups?

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Information below is from the Content Marketing Revolution blogpost “Use Different Media to Accomplish Different Goals” permalink: http://blog.junta42.com/2010/11/use-different-media-to-accomplish-different-goals/

One piece of research [my note:  from http://www.gfkmri.com – American Kids Study – and more consumer surveys ] that stood out was focused on how consumers engage in different media for different reasons. Television, radio, the Internet, magazines and newspapers were discussed in detail. Each one of these distribution outlets are used by consumers in the following primary ways.

  • Television – for entertainment
  • Radio – puts me in a good mood
  • Internet – a key source of learning
  • Magazines – keeping up-to-date with the latest styles and trends
  • Newspapers – to be informed with the latest news

Although buyers use each source of media for different reasons, marketers can focus on packaging content in certain ways to accomplish specific marketing and engagement objectives.  Abe Peck from the Medill School of Journalism, suggests that print magazines are important to “give people what they really didn’t know they wanted“. If that’s your goal, choose print over the Internet. If your content needs to help consumers solve a specific problem, then choose the web. Entertainment? Your choice is video.

Choose wisely.

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[thought: each medium is also a gateway to another medium…so one type of medium can be used to attract, if that is its strength, and another to expand and fulfill]

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