Applying a cross-media strategy: How to match diverse information needs with user communication preferences

Margarete Lehné and Klaus Rümmele

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 3, 249-260

Abstract: Communication professionals are confronted with two phenomena: on the one hand the fragmentation of the public into several target or interaction groups, on the other hand the increasing use of new devices. Cross-media can help communication professionals cope with both trends. Applying cross-media helps communication professionals meet diverse information needs and communication preferences — particularly by providing alternative ways to access a given topic and allowing users to choose their own navigation paths. With a considerable part of its audience being rather young and using media in a highly flexible manner, this is particularly the case for institutional science communication. Discussing general aspects and examples, the paper develops guidelines for cross-media productions.

Keywords: cross-media; science communication; guidelines; typology; content planning (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2016:v:1:i:3:p:249-260

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