Welcome to Our New 360° Media Guide

It’s amazing how quickly 360° has become shorthand for the new media model, a rallying cry for an industry that no longer defines itself based on distribution platforms but around brand identities. With that in mind, we’ve created this 360° Media Guide, to meet the needs of the marketplace as it moves from its traditional structure to a model that puts audiences and brand missions squarely in the center.

In the age of consumer control, it’s imperative for marketers and their agencies to figure out new ways to tell their stories. It’s no longer enough to think in terms of print, or cable or online. Now the focus is on the customer—and how to best reach and serve that customer, no matter what medium is used. Media companies need to change their own mind-sets, their business models and external perceptions. As one media agency executive told us, “To say that my business is not magazines, it’s helping new mothers better care for their children—that’s a huge paradigm shift for a lot of content companies.”

In this guide, you will find examples of media companies—some traditional, some not— that are reinventing themselves to serve this 360° world. They are creating multiple platforms with a wide range of combinations to help savvy marketers thrive. Each one offers a description of who they are and whom they reach, as well as their hottest opportunities for marketers and whom to get in touch with to take advantage of them. In addition, you will find charts that offer a guide through the many different options each company offers. This guide will be available online for the next year.

We hope you will find our 360° Media Guide useful as you, too, explore this new media world. Like any new product, it will be evolving, so we welcome your comments and suggestions— as well as constructive criticism—as we work to make this guide even more relevant and insightful in the future.

Scott Donaton
Associate Publisher, Advertising Age

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