Opening Paragraph

• Begin with clear argument about new challenges facing the magazine industry, incoporating how much audience consumption has changed due to digital technology/new media technologies/ the development of the internet (web 2.0)
• you MUST state what area of the media industry you have studied- this can be embeded within your paragraph or state obviously
• "Technoogy is shifting power away from editors, the publishers, the establishment, the media elite, now its the people who are taking control." (Murdoch 2006)

my opening paragraph: (advancements of media technology and the effects)
Over the recent years, media technology has rapidly evolved with advancements within the way a consumer can access their information, this has had major effects on media industries especially magazines . The magazine industries are finding that in order to keep up with latest in new media technology they need to converge, they have to respond as best as possible to their customers and give them what they want in order to survive. For example NME have mixed the old with the new to stay on top of the changing trends, they have websites and radio stations in which the audience can get involved with. Today the internet is a two way communication where we can give and recieve information from where ever we are. Technology will carry on evolving and becoming more advance ,"Technoogy is shifting power away from editors, the publishers, the establishment, the media elite, now its the people who are taking control." (Murdoch 2006).

closing paragraph: (draw essay together in one sentence, refer back to opening paragraph. what is the future of magazines?)
All in all, technological convergence is essential in the survuval of magazine industries. With continuos development of ways to access information, the extent and potential of Web 2.0 is unknown, so will magazines be able to keep up to date with latest technologies and survive? In my opinion online magazines will be more likely to survive as the average British teenager spends arounds 31 hours online per week and access to the internet is easier than ever. The launch of online magazines was after sales dropped 60% in 2002, they realised they needed to respond to the latest craze and adapt their product to make it more appealing and saleable. However, i dont think the taditional glossy front covered magazines will never die out completely, to me there will always be something that makes people go back to them and like Jason Docj said, new technology will never replace old technology, we generally find a purpose for 'old tech'.

Exam question example :
'Discuss the issie raised by an institutions need to target specific audiences within a media industry which you have studied.'
Reworded- What issues are raised within the magazine industry when trying to target a specific audience?

• new market trends
• stereotypes
• way in which audience consumes - accessing the product
• new media technology (nmt)
• niche (Metal Mammer- bespoke, cant synergies but can create huge loyalties with their customers, ONLY heavy metal-small audience) VS mainstream/mass (NME-appeal to wider audience - can synergies - Reading Festival-versatile, helps create awareness of their brand, potential to meet them-customer loyalty-)
• Loyal customer-  mode of address, their language, meet their needs-current- 'front runners' (print/online)
• online can be up to date faster than print as doesnt go through the whole publishing and distributing proccess
• social network- facebook likes/friends, twitter (convergence & loyalty)
• website- buy tickets, clothes, merchandise, UGC- loyalty.
• UGC- NME-upload pictures of yourself at gigs or festivals and Metal Hammer- can upload videos of yourself.
• advertisement!!! (1/3 of profits come from advertisements)
• design and layout of magazine, navigation of website-time it takes page to load (loyalty)

Essay Strucuture (example):
introduction
prosumers, UGC, uses and gratifications theory