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SEATTLE MEDIUM S PROPOSAL CAPITALIZING ON MULTISCREENING WITH FACEBOOK MCFIELDS SOLUTIONS PROPOSED BY EDWARD MCFIELDS

CAPITALIZING ON MULTISCREENING WITH FACEBOOK EDWARD MCFIELDS There are currently about 200 different black newspapers online and in print format in 150 cities across the United States In the northwest for instance we have a few popular Black Owned newspapers in circulation such as The Seattle Medium in Seattle WA which is the subject of my communication project Although these newspapers are very informative and filled with insightful articles that matter to the African American community sadly they are no match to Television and the leading newspapers in the US such as the Seattle LA and NY Times Television by far remains the choice of preference for getting news amongst African Americans According to a study by Pew Research Black Americans prefer getting their news from TV Six inten say this is their preferred pathway to news far fewer prefer online 25 radio 9 or print 5 Among Hispanic and white Americans fewer than half prefer television though it is still the most common choice Atske S Barthel M Stocking G Tamir C 2019 Nevertheless there is still hope NEWSPAPERS ARE NO MATCH TO TELEVISION 206 550 1697 33020 10TH AVE SW UNIT D201 WA

CAPITALIZING ON MULTISCREENING WITH FACEBOOK As the Millennial population becomes more relevant in today s society this will change the dynamics of preference of how news are viewed by this generation This is very important considering the growing numbers of the millennial population In the US Millennials make up for 83 1 million and of which African American Millennials comprise 14 about 11 5 million about 11 4 million 1 4 of the total Black population Although Television holds the reigns in the attention market multiscreening is one way Facebook is expanding its market share in the attention market amongst African Americans Multiscreening is becoming the norm as people weave seamlessly across screens and media platforms and African Americans are leading the charge 56 of African Americans reported constantly or very often being on another device while watching TV More specifically African Americans MULTISCREENING IS BECOMING THE NORM view 10 hours of TV per week on average 1 2X more than the general US population on average But TV viewing isn t happening in isolation 67 of African Americans are using a mobile phone and 63 are using a computer while watching TV 206 550 1697 33020 10TH AVE SW UNIT D201 WA

CAPITALIZING ON MULTISCREENING WITH FACEBOOK Multiscreening occurs during both commercial breaks and TV shows 65 of African Americans reported using devices during commercial breaks and 52 reported using devices during TV shows Nearly half 49 of research participants said they use multiple devices to visit social media while watching TV What does this mean for the Seattle Medium The Seattle Median already has a Facebook presence of 4 038 views but this is not enough considering the Black population in Washington is 259 482 3 6 of the total population of Washington Nevertheless by refocusing their marketing efforts on a Facebook ad campaign the Seattle Medium can capitalize on multiscreening and increase its African American attention market share in the state of Washington For the Seattle Medium created a series of Facebook video ads that will promote Seattle Medium s website The goal is to create awareness and to get more subscribers to the website The Seattle Medium has great content with interesting articles that tackle the issues of Seattle s black communitythey just need the right platform where they can be heard Washington 206 550 1697 33020 10TH AVE SW UNIT D201 WA

CAPITALIZING ON MULTISCREENING WITH FACEBOOK Facebook video ads for the Seattle Medium The goal of this campaign is to get subscribers to the site 1st Gentrification The Last Stand 2nd Donating to the Seattle Medium 3rd COVID19 Awareness 4th Subscribe to Seattle Medium 206 550 1697 33020 10TH AVE SW UNIT D201 WA