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Article: Music industry must learn about targeting. (Analyst Speak).
- Article from:
- New Media Age
- Article date:
- January 16, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The use of traditional mass media for artist promotion and marketing has historically given the music industry mainstream reach but weak targeting.
Now, declining global sales and increased competition from piracy have forced the need for alternative methods right up the agenda. Digital channels like the Internet and mobile phones offer the prospect of complementary, highly targeted channels that also harness the potential of Europe's enthusiastic online music fans, many of whom prefer to download free music rather than pay for CDs.
To address these issues, Jupiter asked consumers in a Europe-wide consumer survey, 'Interactive Music Marketing: Driving ...